Tim Cook hinted in his call with analysts today that Apple wants to become a bigger player in TV. He says that the company has already sold 20M of its Apple TV streaming boxes, which accounted for $1B in sales last year. That helps to explain why, in February, he stopped calling the product a “hobby.” As it has grown, and become more sophisticated, “it didn’t feel right to me” to treat it so dismissively. He doesn’t appear to feel threatened by Amazon’s deal today to land several popular shows from HBO and add HBO GO to the Amazon Fire TV platform. “We have HBO GO already on Apple TV,” the Apple CEO says. As for the programming: “They got some older content from HBO. I haven’t had a chance to evaluate exactly what it is.” While Apple fans eagerly wait to see what new products the company might unveil this year, Cook says “I’m feeling very good about that [TV] business and where it can go.”
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