Tim Cook: Current TV interface is ‘terrible, awful; stuck in the 1970s’

“In the wake of Apple’s newly announced gadget lineup, CEO Tim Cook sat down with Charlie Rose to talk present and future products, iCloud, Steve Jobs’s legacy, and more,” Stephanie Mlot reports for PC Magazine.

“During the first installment of a two-part interview, the CEO dove into the rumor-infested waters of the Apple TV set, which has long been discussed in the media, but has yet to come to fruition,” Mlot reports. “He remained coy on the subject of a branded TV set, though. ‘There’s lots of things we’d like to work on that we have interest in, but we know that we can’t do everything great,’ Cook said, adding that “TV is one that we continue to have great interest in.'”

“‘TV is one of those things that, if we’re really honest, is stuck back in the ’70s,’ Cook said, waxing poetic about how much life has changed in four decades, while the family television set remains a relic,” Mlot reports. “‘It almost feels like you’re rewinding the clock and you’ve entered a time capsule and you’re going backwards,’ he said of the boob tube. ‘The interface is terrible. It’s awful.'”

Read more in the full article here.

Related article:
Full video: Apple CEO Tim Cook’s interview with Charlie Rose – September 14, 2014


  1. TV is hardly stuck in the 70’s, the days of tuner knobs or pushbuttons. A remote that made as much noise as the channel changing on the TV. 3 channels and if you have a UHF antenna you might be able to get the public access station if you turned it just right.

    Hell, TV in the 70’s was the ultimate Apple paradigm. Press a button and have a channel.

    At this point, it’s not even about TV from a holistic standpoint. It’s about access to video information. Movies and TV shows.

    If you are concentrating on interfaces then someone else will be the one to deliver the cornucopia.

  2. They really need to make a move in their set top box. Forget the full fledge TV set. Roku is currently ahead and gaining steam. They currently number one. Also there are others joining the market. It is expanding. They should forget trying to get content for now. That is what Microsoft done ( at least they had one good idea.) with their Xbox. Apple should just put out a new ATV with the A7, 802.11ac Wifi and open an App Store that you can play games while using your iOS device as a controller. Apple has many developers out there to make these apps. This will defiantly kill the WiiU and quite possible put some pressure on Sony and Microsoft. Once Apple shows that this is a viable platform, the content will follow later like it did for the Xbox. The content providers will go only to the areas that will expand and make money for them like it did for the Xbox.

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