CEO Tim Cook has hinted that Apple is working on a venture into the TV industry, which speculation predicts will be an advanced set-top-box or an Apple branded smart television set.
During an interview with NBC's Brian Williams for the station's 'Rock Center' show, Cook teased: "When I go into my living room and turn on the TV, I feel like I have gone backwards in time by 20 to 30 years. It's an area of intense interest. I can't say more than that."
Analysts have been predicting the announcement of an Apple television for several years, but the product has yet to surface from the company itself. It is widely believed that Apple will launch a product in an attempt to take over the TV market as it has the MP3 player, smartphone and tablet markets.
Recently, Piper Jaffray analyst Gene Munster said that he expects an Apple television to arrive in November 2013.
Others suggest that Apple will unveil a device with set-top-box functionality that will 'erase the distinction between live and on-demand TV' instead of, or maybe as well as, an actual television set.
In the interview, which was his first television interview since he took over as CEO of Apple following the late Steve Jobs' resignation in August 2011, Cook also revealed that Apple will manufacture Macs in the US next year, and admitted that the company had 'screwed up' with its Maps app.
Cook also said that Jobs told him on several occasions before his death in October 2011, never to ask 'what would Steve have done?'.