Steve Jobs on Apple TV

“...Apple TV was designed to be an accessory for iTunes and your computer. It was not what people wanted. We learned what people wanted was movies, movies, movies”

“Making a component for the living room is easy to do, but it is the go-to-market strategy that is difficult. It's not a technical problem.... I don't think the convergence of television and computer is going to happen.”

“...That's a good idea! Let's do it! No... these ideas will percolate up, we'll have a collection of ideas of what we can do with this stuff. I think a normal web browser is not necessarily what people want in their living room.”

“...We think this is pretty cool. Movies, TV shows, music, and photos all on your widescreen TV. Priced at $299. And, we'll be shipping them in February, we'll be taking order starting today. Enjoy your media on your bigscreen TV, we think this is really going to be something special.”

“...well again I think the whole category is still a hobby right now. I don't think anybody has succeeded at it. And actually the experimentation has slowed down. A lot of the early companies that were trying things have faded away. So I have to say that given the economic conditions, given the venture capital outlook and stuff, I continue to believe that it will be a hobby in 2009.”

“...We're in two businesses today, we'll be very shortly in three business and a hobby. One is our Mac business, second is our music business, third business is the phone business, handsets. And the hobby is Apple TV. The reason I call it a hobby is a lot of people have tried and failed to make it a business. It's a business that's hundreds of thousands of units per year but it hasn't crested to be millions of units per year, but I think if we improve things we can crack that...I use the word hobby because it's provocative, but the iPod started this way.”