Apple CEO Tim Cook was featured on NBC's Rock Center with Brian Williams on Thursday night in what was his first televised interview since taking over the helm from the late Steve Jobs.
While the idea of bringing Mac product manufacturing to the United States was an interesting side note — it was Cook's heavily weighted talk of a reimagined Apple TV that will ultimately serve to reignite a gargantuan buzz among Apple faithful in the next few months ahead.
“When I go into my living room and turn on the TV, I feel like I have gone backwards in time by 20 to 30 years,” Mr. Cook told Brian Williams. “It’s an area of intense interest. I can’t say more than that.”
Revealing that the TV segment is an area of "intense interest" moves Apple far beyond a hobby, which may explain in part why the company is taking ample time before they release what I believe will be a game changing device used to deliver media into our living rooms in a way we've never experienced before.
“It's a market that we see that has been left behind,” Tim Cook said. “Our whole role in life is to give you something you didn't know you wanted and then once you get it you can't imagine your life without it. You can count on Apple doing that.”
Perhaps Steve Jobs gave us the best glimpse of the work being done to reinvent the antiquated television in a quote from the AllThingsD conference in 2008.
“The only way this is going to change is if you start from scratch, tear up the box, redesign and get it to the consumer in a way that they want to buy it,” Jobs said.
I think that perfectly sums up the mission and method Tim Cook is driving towards with Apple TV. It certainly worked for iPhone and the iPad.