Tim Cook says Apple has a “grand vision” for the Apple TV

At the All Things D11 conference, happening right now (check out our liveblog for more coverage), Tim Cook revealed that Apple has a “grand vision” in terms of the Apple TV:

This business has found many, many more customers that love the Apple TV experience. Great for customers and very good for an Apple learning point of view. Lots of us would agree that the TV space could be improved.

I don’t want to go into more detail on this. There is a “very grand” vision for TV. I have nothing to announce, but it is an area of incredible interest.

The Apple TV, which has long been a “hobby” of Apple’s, had been brought under the spotlight in the last few years, under rumors that Apple may be developing a full television set.

 I don’t want to go into technical details. TV remains an area of great interest to us. The work we’ve done on current Apple TV provides more knowledge than what we would have without that product. The popularity of the Apple TV has been greater than expected. It is encouraging. The TV experience is not an experience that many people love. It’s not an experience that you would say has been brought to date for this decade. It is like the experience from 10, 20 years and go.

Cook, as usual, has been very reserved about his comments toward unannounced products. He did, however, announce that the company has sold 13 million Apple TVs to date and 6.5 million in the last year alone.