Walt Mossberg and Kara Swisher spent time interviewing Apple CEO Tim Cook at AllThingsD. Here’s Cook on the topic of the Apple TV:
This is an area of intense interest for us. Many of us, the TV that we do watch, is almost exclusively on [the Apple TV]. That’s what my TV watching is. All of my movies, everything is coming through Apple TV. So, the customer satisfaction with that product is incredible. We’re going to keep pulling this string and see where it takes us. Many people would say “this is an area in their life that they aren’t pleased with.” They might not be pleased with many things about it. The whole TV experience. It’s an interesting area. We’ll have to see what we do. Right now our contribution is Apple TV. We would look at this and say can we control the key technology? Can we make a significant contribution beyond what others have made in this area? Can we make a product that we would all want? That’s all thing we would ask about any new product category. It’s the ones we ask about products within families we’re thinking about now. – Apple CEO Tim Cook, via AllThingsD