Apple TV 'just a hobby', confirms Tim Cook
Published 24/02/2010 | 10:25
Tim Cook, Apple's chief operating officer, says the Apple TV remains 'a hobby', and that the vast majority of his company's revenue comes from its mobile devices.
But Mr Cook said that Apple believed Apple TV – which allows people to download movies and TV shows from the iTunes store and watch them on their television – was worth continued innovation and investment because there was "something there".
Mr Cook told delegates at Goldman Sachs' annual technology conference in San Francisco that Apple was focused on being a "mobile device company", and that the "vast majority" of Apple's revenues came either from the sale of mobile devices themselves, or content that could be used on those devices.
Apple's fourth-quarter revenues revealed that of $15.7bn earned, almost $12bn came from the sale of MacBook laptops, iPods and the iPhone, with a further $1.2bn earned from iTunes.
He said that Apple couldn't wait to start shipping its newest mobile device, the iPad, a tablet-style computer that allows users to surf the web, download and read ebooks, and use many of the apps designed for the iPhone and iPod touch.
Mr Cook said that Apple had deliberately priced the entry-level iPad as low as possible to lay down a marker for the rest of the industry.
"We didn't want to leave a pricing umbrella for competition, so we got very aggressive on this," he said.
Apple wasn't worried that the iPad might take away sales from the company's other offerings, he said: "I'm not losing any sleep over cannibalisation."
He said that Apple remained focused on other core businesses, such as its Mac range of computers, investing "enormous amounts of energy and talent" in creating the best possible devices that would convince Windows users to switch from a Microsoft machine to one running Apple's Mac operating system.
Mr Cook said the platform was "amazingly scalable", and ran on a range of Apple products, from the iPhone and iPod touch to the iPad and its Macs.
"That's a huge competitive advantage," he said. "It allows us to innovate at an enormously fast speed with fewer people."
He also provided a glimpse in to what makes Apple a successful company. "People are our most important asset by far," he said. "This is the most focused company I know of, am aware of, or have any knowledge of. We say no to good ideas every day."
He added that Apple kept its product line focused in order to make it manageable, and, unlike other companies, would never just start "adding this and that" to devices.