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Tim Cook: We’re working on products ‘that haven’t been rumored yet’

Published Sep 13th, 2014 9:31AM EDT
Apple CEO Cook Interview Charlie Rose

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Apple has several more tricks up its sleeve and they apparently have nothing to do with the long-fabled “iTV” that one always-wrong analyst keeps telling us is just around the corner. Per Re/code, Apple CEO Tim Cook told Charlie Rose on Friday that “there are products we’re working on that no one knows about, yes — that haven’t been rumored about yet.”

While Cook would obviously not go into any details about what these products are, it’s safe to say that not everything that Apple is making in its laboratory will ever see the light of day. Typically we start hearing rumors about a product Apple’s been working on when the company feels confident enough in it that it starts telling outside sources. This was definitely the case with the iPad and the Apple Watch, although there have been some rumored products such as the aforementioned iTV and the “iRing” (ugh, remember that?) that seem confined to the fevered dreams of analysts.

That said, anyone looking for signs that an iTV might be coming in the future can take solace from the fact that Cook also told Rose that “TV is one we continue to have great interest in,” largely because Cook thinks that television sets are still “stuck back in the ’70s.”

Brad Reed
Brad Reed Staff Writer

Brad Reed has written about technology for over eight years at and Network World. Prior to that, he wrote freelance stories for political publications such as AlterNet and the American Prospect. He has a Master's Degree in Business and Economics Journalism from Boston University.