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Apple CEO Tim Cook thinks the way we watch TV is archaic, and he wants to change it. In a wide-ranging interview on the “Charlie Rose” show, portions of which aired Friday night, Cook hinted that Apple has some things up its sleeve when it comes to radically improving the television-in-the-living-room experience. “TV is one that we continue to have great interest in,” he said in a clip released before the show. Cook said TV viewing technology is “stuck back in the ‘70s,” adding, “The interface is terrible. I mean, it’s awful.”
Apple has over 20 million users of its Apple TV, a small network media player that can stream digital data from your home computers and from online to play on your TV screen. But the latest generation of Apple’s set-top streaming box is more than 2 years old, and has quickly lost ground to competitor Roku. "This is an area that we continue to look at," Cook said.