During the company’s third-quarter financial call, Cook said sales of the Apple TV streaming device were into double-digits for the first time in several years.
A number of European operators including Canal+ and SALT have chosen Apple TV to deliver pay-TV services to consumers. Cook said a key catalyst had been the arrival of Apple TV 4K. Later this year Dolby Atmos audio would come to Apple TV – along with the largest available selection of Dolby Atmos movies – and new search functionality.
No precise numbers were offered, but Cook said sales had been “very, very strong”.
Even though it has been an open secret for months, Cook officially confirmed Apple would be producing its own video content that would be made available through iTunes and Apple TV.
“As you know, we hired two highly respected television executives last year and they have been here now for several months and have been working on a project that we’re not really ready to share all the details of yet,” said Cook. “But I couldn’t be more excited about what’s going on there and we’ve got great talent in the area that we’ve sourced from different places and feel really good about what we will eventually offer.”
Cook said cord cutting would in his view accelerate in a much-higher rate than had previously been thought.