Tim Cook says Apple “not interested” in the traditional game console business

tim cook says apple not interested in the traditional game console business won t get into

The video game console is an expensive business to get into. Microsoft has sold 67 million Xbox 360s to date, but it cost the company billions to bring the original Xbox to market back in 2001. $300 million to acquire Rare in 2002, $1.15 billion in warranty coverage for failed Xbox 360s in 2007; these costs are chump change compared to the investment in developing the consoles, the infrastructure for Xbox Live, and the design work done on the brand itself. It’s paid off for Microsoft, transforming the company into an entertainment brand as much as a utility brand associated with Windows, Office, and Internet Explorer, but the expense to get in the game is what those in the business call a spicy meatball.

It’s no wonder then that Apple continues to insist it’s not interested in getting into the video game console business.

Speaking at the All Things Digital-hosted D10 conference event on Tuesday, Apple CEO Tim Cook addressed his company’s interest in the game console business. “Gaming has kind of evolved a bit. More people play on portable devices. Where we might go in the future, we’ll see,” said Cook, “Customers love games. I’m not interested in being in the console business in what is though of as traditional gaming. But Apple is a big player today and things in the future will only make it bigger.”

Those “future” things that might make Apple a player in the traditional space are the Apple TV and the much-rumored Apple iTV, a high-definition smart TV. When asked at the conference if the Apple TV set-top-box would be positioned as a gaming console in the future, Cook responded by saying, “I think it could be interesting.”

Apple TV is already a gaming console in many ways, at least for iPad owners who can stream game content to their televisions through the box with the aid of apps like Joypad. The rumored Apple iTV would be an extension of that service, with iOS games purchased from the App Store downloaded directly into the device.

The console business as Cook described it is in a profound state of flux. The days of a box sitting in the living room that you buy disc-based games to play on are ending and fast. In the future, when all game content is delivered digitally on whatever platform, Apple will already be a leader in the field thanks to the success of the iPhone, iPad, and iPod Touch. Why would the company make a console? It already has three of the best-selling handhelds in the world.


You can now use an Android phone to log in to Google on an iOS device

Google announced that its Android security feature is expanding. You will now be able to use your Android phone to log int o your Google account on an iOS device. That's great news for those that have an Android phone and an iPad.

Safeguard your new Apple smartphone with one of our favorite iPhone XS cases

If the iPhone XS is your next device, then you’ll want to shop for some proper protection now. That glass sandwich design is all too easy to scratch or crack, so make sure you snag one of the best iPhone XS cases to keep it looking good.

What’s the best iPad for you? A practical guide to Apple’s tablets

Selecting an iPad from Apple's lineup can be intimidating, but it doesn't have to be. Our comprehensive guide should put the numbers and specs in practical, easy-to-understand terms. Find an ideal iPad with the help of our guide.

The Apple Watch Series 4 is still at its lowest price for Father’s Day

Sales are continuing on select Apple Watch at both Amazon and Walmart through Father's Day, including a deal on the 38mm Series 3 GPS that is one of the lowest prices we've seen yet, and the new and slightly larger 40mm Series 4.

Here are all the Macs that are compatible with MacOS Catalina

Find every device compatible with MacOS Catalina! Can your Mac download the massive new Mac update when it arrives in 2019? We'll go over all the models that Catalina works with, and how to tell if your Mac is too old or not.

Best smartphone deals for June 2019: iPhone, Samsung Galaxy, and LG

Need a better phone but don't want to spend a fortune? It's never a bad time to score a new smartphone and save some cash. We rounded up the best smartphone deals available that can save you as much as $900.
Product Review

Samsung's $99 fitness tracker takes on Fitbit. Can it keep pace?

Samsung’s going toe-to-toe against Fitbit’s Inspire HR with its own $99 fitness tracker -- the Galaxy Fit. It also has a heart rate monitor, can automatically detect six workouts, and has a battery that can last for days.

Leaked Verizon calendar suggests a late September launch for the next iPhone

The last iPhones just launched, but rumors about the next iPhone are already surfacing. Apple's 2019 flagship could include a variety of upgrades ranging from a new design to enhanced features.

Mac Pro vs. iMac Pro: Apple's incredibly powerful beasts square off

Apple’s Mac Pro and iMac Pro are both incredibly powerful machines, but there are some key differences between them. Which one is best, and which one should you buy? Our guide lays it out.

Apple just registered seven new MacBooks, but what are they? Let’s speculate

When Apple registers new devices, that usually means they’re only weeks away from being released. The company has just registered seven new devices -- but are they Airs, Pros or something else entirely?

Looking to upgrade? These are the best iPhone deals for June 2019

Apple devices can get expensive, but if you just can't live without iOS, don't despair: We've curated an up-to-date list of all of the absolute best iPhone deals available for May 2019.

The best Apple AirPods alternatives for Android, Windows, and iOS devices

Apple AirPods might be new and improved, but they aren't the only game in town. Other makers are offering their own truly wireless earbuds, with attractive features. These are the best AirPod alternatives on the market today.

Air, Pro, or just a MacBook? Here's our guide to finding the right Apple laptop

Apple's lineup of MacBooks has started to swell, leaving fans a bit confused about which laptop they should buy. Depending on what you're looking for, we'll point you in the right direction.

Learn how to create a 360-degree panorama with your phone and Google Street View

Google Street View encourages you to explore the great outdoors, including landmarks, natural wonders, and even your own neighborhood. Learn how to create 360-degree imagery using your smartphone camera to add locations to Google Maps.