Cook said the company has seen significant growth in sales of its "hobby project," the Apple TV. In Q1, the company sold 2 million units of the compact set-top box, up from 1.3 million in Q4. While this a marked sales rate increase over the device's more formative years, it pales in comparison to the iPhone and iPad, which accounted for more than 69 million units in Q1 alone. But Cook suggests Apple's stake in the home entertainment business is still burgeoning.
"There's a lot we can do in this space," Cook said. "So we continue to pull the string to see where it leads us."
Rumors of an Apple-branded HDTV have been circulating for years, but the project has reportedly been marred by failed content partnership negotiations. However, sources have provided both supportive and contrarian claims that 2013 could be the year Apple's iHDTV will make its grand debut.