Tim Cook is preparing a new surprise: Apple could become more involved in the TV business in the near future.

  In a speech at a conference in San Francisco, Tim Cook said that Apple TV is a "hobby", but Apple does not do hobbies as a general rule, but the company believes in real business, according to Business Insider.

  "Apple doesn't do hobbies as a general rule. We believe in focus, only working on a few things. With Apple TV, however, despite the barriers in that market, for those of us who use it, we've always thought there was something there and that if we kept following our intuition and pulling the string, we might find something that is larger."

  Apple introduced the TV business as a hobby, because company's CEO does not want to release the message that it can be a business as great as the iPhone, iPad or Mac. However, Apple has always believed that there is something special about Apple TV.

  "The reason we call it a hobby is because we don't want to send a message to shareholders that we think the market for it is the same as the iPhone, iPad, Mac, etc. We don't want people to think the leg of that stool is the same as others," explained Cook.

  "People who have TVs love their Apple. We need something to open the market," says Tim Cook.

  Analysts believe that Apple TV will be turned from a hobby into a profitable business. Most likely, Apple fans will be pleasantly surprised in the next period.

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