'We recruited two highly respected TV executives last year. Now they have been working for us for several months. We have been working on a TV project. However, we are not ready to share relevant information with you. All details The situation is not easy to disclose now. ' Cook told the analyst at the earnings conference call, 'But I am very excited about this project.'
He added that Apple 'recruited the best talent in the industry and was confident in the products or services we would eventually offer.'
In the past year, Apple has been announcing news of creating original content, including a multi-year partnership with Oprah. It was first introduced in early programs such as Planet of the Apps. In the Apple Music service. However, people think that Apple may introduce something new. Now we don't know if it will launch a new streaming video service that competes with Netflix, Hulu and Amazon Prime. Other things, such as service packages including Apple Music Services.
A year ago, Apple dug two executives, Jamie Erlicht and Zack Van Amburg, from Sony Pictures and Television. The two executives were involved in making heat. The drama "Breaking Bad", "The Crown" and "Rescue Me".
In the early days of Apple TV's development, Apple just regarded its streaming set-top box as a 'hobby'. But now, it is no longer a 'hobby'. Apple did not disclose Apple TV sales, but Cook pointed out that In the second quarter, Apple TV's sales and sales 'had a double-digit growth'. Later this year, Charter Communications will offer its subscribers Apple 4K TV.
As consumers gradually abandon traditional cable TV and switch to streaming services, Apple, Netflix and other companies have benefited a lot. Netflix, Amazon Prime and Hulu provide thousands of videos for viewers to watch through streaming services, while Sling TV, DirecTV Now and YouTube let users watch live TV shows on the Internet. Audiences are increasingly using Apple TV, Roku set-top boxes and Chromecast TV sticks to watch TV shows.
On Tuesday, Cook said he expects people to give up cable TV at a much faster rate than people think.
'We are really happy that we are doing some projects. However, we are not convenient to disclose today.' He added.
On Tuesday, Apple also announced better-than-expected third-quarter earnings. It expects fourth-quarter revenue growth to exceed Wall Street expectations, as Apple will launch the new iPhone in September. It also said its services Business revenue has grown for the second consecutive quarter, up 31% year-on-year.