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Apple TV no longer just a hobby, now an area of 'intense interest'

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Apple TV 2012 hero (EMBARGO)
Apple TV 2012 hero (EMBARGO)

Apple CEO Tim Cook has hinted that the company will be focusing more heavily on either the Apple TV or a similar living room product. In an interview with NBC's Rock Center, Cook responded to a question about what was coming up next for Apple by saying that "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."

"It’s an area of intense interest," Cook told NBC, "I can’t say more than that." The statement recalls Cook's previous comments about the Apple TV, which has been called a "hobby" since its launch five years ago. Cook used the same "intense interest" language around the TV business earlier this year, but he's also expressed ambivalence about the current product. On a call in February, Cook said the company needed "something larger" to make the Apple TV a major category in its own right, rather than a sideline to Mac and iOS devices.

Cook also announced today that one of Apple's Mac lines would move production to the US.