Apple's 'incredible things': TV? |

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Apple CEO Tim Cook promises 'incredible things,' hints at refined Apple TV

Tim Cook

(David Paul Morris/Getty Images)

Apple CEO Tim Cook sat down for an interview at the All Things Digital conference yesterday. Without saying anything specific, he spent his 40 minutes on stage responding to pointed questions with detailed-yet-abstract answers, giving the impression that Apple as a company was in a quantum phase of working on everything and nothing at the same time. After noting his excitement for “all the things I cannot talk about today,” he promised the crowd: “The juices are flowing, and we have some incredible things coming out.”

The juice must flow! Zooey Deschanel doesn’t know if it’s raining!

Still, a close reading of Cook’s responses may offer some hint about Apple’s near future. (The interview was not streamed, but All Things D has a full live blog of the event.)

On the iPhone’s new mascot: “I think Siri has proven to us that people want to relate to the phone in a different way,” said Cook, who described your digital Girl Friday as a “profound” step into genuine artificial intelligence. Given Apple’s post-Jobs predilection for well-regarded actors – not to be confused with Apple’s Jobs-era predilection for weepy British arena-rock bands – expect Siri to get some colorful new voices in the next update.

On the many rumors that Apple wants to conquer the world of television: “Most people would say that TV is not an area of their life they are completely pleased with,” said Cook. He also noted that Apple TV has not been “a fifth leg of the stool. It’s not of the same market size as the phone business or the Mac business or the music business or the tablet business.” Pause to imagine the four-legged Apple stool, trying to grow a fifth leg.

Responding to a question about whether Apple will become more transparent: “We’re going to double down on secrecy on products.” How much more secret can they get? OMG Moon Base?!?!?!?!

Follow Darren on Twitter: @EWDarrenFranich

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