Tim Cook underline's Apple's commitment to Apple TV

Tim Cook, CEO of Apple has highlighted the company’s commitment to its Apple TV service, while speaking at the D10 conference in California.

According to CNet, when asked about the company’s plan within the TV sector, Cook explained that Apple was “not a hobby kind of company,” having said "Very uncharacteristically of us, we're staying in the Apple TV business.”

He continued to say, that after the sale of 2.7 million Apple TV set-top boxes already this year, alongside the 2.8 million sold during the whole of last year, and that the company would continue with the product before being asked about the development of a possible Apple TV set.

“I'm not going to tell you,” he is reported to have responded to interviewers Kara Swisher and Walt Mossberg.

Cook however did reveal that the company was exploring new products; “Can we make a significant contribution far beyond what others have done in this area? Can we make a product we all want? Those are all things we would ask about any new product category.”

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