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At the AllThingsD D11 conference held in California, Tim Cook revealed that since its introduction, Apple has sold over 13 million Apple TVs. He further continued to say Apple has a “grand vision” for the Apple TV:

This business has found many, many more customers that love the Apple TV experience. Great for customers and very good for an Apple learning point of view. Lots of us would agree that the TV space could be improved.

I don’t want to go into more detail on this. There is a “very grand” vision for TV. I have nothing to announce, but it is an area of incredible interest.

Cook, again, termed TV as “an area of great interest”:

I don’t want to go into technical details. TV remains an area of great interest to us. The work we’ve done on current Apple TV provides more knowledge than what we would have without that product. The popularity of the Apple TV has been greater than expected. It is encouraging. The TV experience is not an experience that many people love. It’s not an experience that you would say has been brought to date for this decade. It is like the experience from 10, 20 years and go.

Apple is long rumored to be developing a full television set. When asked on the same, Tim declined to comment. He has always been a bit reserved towards commenting on unannounced products, so that did not come as a surprise.