Tim Cook, chief executive officer of Apple, said in an interview that the company has intense interest in building its own line of TV-sets. He claimed that today’s TVs rely on technologies developed decades, which possibly points to necessity of reinventing the television as it exists today.

“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 is an area of intense interest. I cannot say more than that,” said Tim Cook in an interview with NBC News.

After Steve Jobs himself announced plans for an Apple TV-set family, it makes no sense to deny that the company is working on one. However, in its usual manner, Apple never discusses any kind of details about its products before they are launched commercially. One of the things that have been confirmed is that Foxconn Electronics, Apple’s main contract manufacturer, had started to make preparations to produce iTV products. In fact, Foxconn is in talks to acquire Sharp's TV assembly lines in several countries.

Nobody knows what exactly is Apple TV-set and how competitive it will be in the light of emerging smart TVs with stereo-3D support and other technologies like cloud video game streaming. Like a lot of Apple's products, it may become a major success for the company and will transform the whole market of TV-sets.

One of the main features of Apple's television set is projected to be an ability to quickly search for content from numerous sources, including Apple's own iTunes. Given the fact that the user experience should be integrated, this feature alone presents a number of challenges. In order to provide unique capabilities and simplicity, Apple TV will likely integrate iCloud, Siri along with motion sensing support for content sharing and control purposes. In a bid to be able to control the TV using iPhone, iPad or iPod, the TV will be compatible with Apple's AirPlay technology.

The main intrigue behind Apple’s TV-set is when does the company plans to finally roll it out.

Tags: Apple, TV, HDTV, Apple TV