Apple TV 'still a hobby' says Apple COO Cook

Apple COO Tim Cook told an audience at the Goldman Sachs tech conference in San Francisco that Apple TV, the company's entry in Internet television, was "still a hobby," that occupied a small space in a market that--at the moment--also is relatively small. Apple, he said, focuses on businesses with huge markets. But, he said, Apple would continue to keep its irons in the fire because "our gut tells us there's something there." It also doesn't hurt that Jobs & Co. saw a 35 percent bump in Apple TV sales last quarter compared to a year ago.

Cook also put to rest rumors that Apple could possibly make televisions, a sideline that most watchers agree would be a step back for a company that generally focuses on "new" rather than just "better."

"Today, the go-to-market model for Apple TV is very difficult," Cook said. "Because it would seem that that go-to-market model would lead to the TV. And we have no interest in being in the TV market."

For more:
- see the transcript of Cooks comments

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