Apple's senior vice president of Internet Software and Services Eddy Cue has joined CEO Tim Cook at the annual Sun Valley conference in Idaho this week, in the company of around 300 media and tech moguls.

According to a tweet from Bloomberg's Jon Erlichman, Cook and Cue arrived at Sun Valley yesterday, and, when asked whether this would be a big week, Cook replied: "We'll see."

Cue's attendance was unexpected, but could signify a focus on deals surrounding the Apple TV or the company's rumoured 'iTV' HD television. The Apple TV recently got new features including Sky News, Crunchyroll and Qello, and HBO Go and WatchESPN for users in America, so Cook and Cue may be pushing for more content deals while at the Sun Valley conference this week.

See also: Apple hires Hulu guru to help with Apple TV challenge

Cook's  surprise appearance at the conference last year also led to speculation that Apple was aiming to strike entertainment deals for a future television venture.

The conference, hosted by investment bank Allen & Co, is closed to the press to enable executives to socialise with one another in privacy. Other moguls expected to attend the conference include Walt Disney CEO Bob Iger, Rupert Murdock, Facebook founder Mark Zuckerberg, Google's Sergey Brin, Eric Schmidt and Larry Page, Netflix CEO Reed Hastings and Amazon.com CEO Jeff Bezos, reports Reuters.

Late Apple co-founder Steve Jobs attended the event several times during his career, but hadn't done so in several years before his death in October 2011.

See also:

Apple's Tim Cook talks television and the surprising success of Apple TV

Apple TV strategy: blocking approval of new TV tuners?