Apple 'not interested' in console business

Company CEO Tim Cook shoots down speculation that tech giant is getting into traditional console space, says gaming on Apple TV is "interesting."

Apple will not release a game console anytime soon, company CEO Tim Cook said during an All Things D event Tuesday. The newly appointed top executive at the Cupertino, California-based technology giant was clear and direct in relaying his company's ambitions.

Don't expect Apple to compete with Microsoft and Sony in the traditional console space, Cook says.

"I'm not interested in being in the console business in what is thought of as traditional gaming," he said.

Though Cook said "no" to the prospect of directly competing with Nintendo, Microsoft, and Sony, he made clear gaming is a major part of Apple's business.

"I view that we are in gaming now in a fairly big way," he said. "One of the reasons people buy an iPod touch is gaming. Some buy it for music. Gaming has kind of evolved a bit. More people play on portable devices. Where we might go in the future, we'll see. Customers love games."

This follows a report from last month that stated Apple was readying its own TV set for later this year that would come bundled with a dedicated console. This system would reportedly rely on motion and touch controls, possibly through a touch-screen remote that would come bundled with the TV.

While there may not be an Apple console anytime soon, Cook teased that a future iteration of Apple TV may incorporate gaming, saying, "I think it could be interesting," and not elaborating further. This is not the first time Apple TV has been tied to games. Last year, a report suggested that code found inside new beta firmware pointed to the company bringing gaming to the video device.

Written By

Eddie Makuch is a news editor at GameSpot, and would like to see the Whalers return to Hartford.

Discussion

124 comments
Calikidd86
Calikidd86

Apple would announce a new console every E3 and bring two versions out a year the igame and igame5gs

SuperSandwich5
SuperSandwich5

Good, the last thing we need are more apple-drones boasting how their new 1" thick console is superior to everything else in existence.

idk95
idk95

I think Apple should just stay out of this. I think there losing steam to, its time they create a new product because making a new one product out of an old 1 seems to work for them but how much longer will it work is the question.

Norrie91
Norrie91

Thank God.

 

Apple Console: $1200/£1000

 

Apple Console's Games: $150/£120

 

Uh yeah no thanks.

davedrastic
davedrastic

The real consoles cater for 2 types of games - casual, simple, downloadable games, and big expensive flashy ones.

 

The iphone, and Android phones, currently only cater for casual, simple,, downloadable games but as CPUs improve the gap is closing. I'd say the graphics on my Android are better than on my PSP. From that, i'd say that the phones are less than a generation behind the big consoles, and a lot of these casual, simple games are great and hark back to games of 20 years ago or so.

MADANI_G
MADANI_G

Good news. If Apple accepted there would be a new iConsole each year.

ArabrockermanX
ArabrockermanX

Why would they be? The risk doesn't justify the benefits especially when their devices are already successful gaming machines.

Kiigora_LoP
Kiigora_LoP

Apple won't move into the gaming market because no one wants to pay a bunch of money for something that will have a new iteration in a year or two.

'That iConsole you spent $1000 on last year is a piece of crap, upgrade to the iConsole 2 and enjoy the inconsequential hardware and software updates!'

dawnofhero
dawnofhero

Good. Apple should stick with tablets... it's bad enough people have to fork over $800 for a glorified iPod in the first place.

jtthegame316
jtthegame316

Thank goodness for that apple sucks. a console from them would be exactly the same as the xbox 360 and ps 3 only twice as expensive.

SDSkarface
SDSkarface

id only be interested in an apple console if it had good graphics.

 

sstravisd
sstravisd

Good, pls stay out. We gamers don't need another company to step in and say we "reinvent the way console should be" then implement a ban on other consoles.

Freezezzy
Freezezzy

One year later... Apple releases the iGame.

Auction_Sniper
Auction_Sniper

Maybe it's for they best - we'd probably have to buy a new console every 2 years to be able to play the latest releases.

IvanKavinski
IvanKavinski

One of the next iMacs will eliminate the need for a console or AppleTV from Apple.  It will be the "super-TV" that damo320 mentioned.  It seems like we are already on the edge of eliminating PC's, consoles, and discs.  Bandwidth bandwidth bandwidth.

Takeno456
Takeno456

Good riddance. Keep going with your "games" and leave our alone. No matter what you do I'm sure you'll still make money though.

Kingofbluelions
Kingofbluelions

Why should they be interested? The console wars is getting pretty bad and dev companies are in turmoil. They should stick to what they do best.

thechuck11
thechuck11

personally i would love an apple game console, but I'm an apple nerd so ill be pretty much anything they come out with.  I realize that not that many people would probably want to spend 700 dollars on a system considering apple over charges for everything they make, but I'm still hoping for something in the future

 

Miltonelite
Miltonelite

Anyone remember when Bill Gates said that Microsoft had no interest at all in joining the console market because PC's were about to kill all the consoles? I'll give you a hint, it happened less than 6 months before the release of the original XBOX. Just saying, you can't trust what corporate execs say, and I wouldn't be surprised if there's an Apple iConsole (iGame?) console in 6-12 months. Not that I'd care, I've never been a fan of Apple, and if the "leaked" specs of the next Xbox are to be believed, then my desktop already outperforms it, and with Sony supposedly using the same video card as the next Xbox, there is a chance that my days of console gaming are over. If Sega came out with something new I would be the first in line, but I know that won't happen especially with the company announcing losses and restructuring (read as downsizing).

hadlee73
hadlee73

What Apple seem to overlook is that the iPad is basically a handheld console already. It may lack the traits of "traditional" games consoles (physical buttons etc) and may go under the fancy new technology genre that we like to call "tablets", but otherwise it totally qualifies.

XboxGuy1537
XboxGuy1537

That's ok, I wasn't planning on spending $800 on a console anyways.

mtait01
mtait01

Apple had no need to enter the home console market when they practically own the mobile app market.Same with Valve, why enter the console market when they basically own the PC downloadable games market. 

AntiH3ro97
AntiH3ro97

Apple really hasn't focused on gaming outside of the casual sort with its iterations of iDevices; do you think they would be successful with a console that would no doubt be focused on casual games also?  Meh, I think the Apple brand is so disgustingly powerful right now that people would buy it anyways.

residude
residude

Thank god for that, if they did release a console, not only would it be priced in the thousands, but there'd  be the army of apple fanatics that would hand over their money and eventually Apple would dominate the game market because of those sheep! They done it with MP3 players, it's impossible to find an MP3 that has a greater capacity than 30gb and isn't apple. (If anyone knows of any please let me know, I'm looking!)

polterdice
polterdice

Console business 'not interested' in Apple.

 

Fixed

Megavideogamer
Megavideogamer

I'm glad that apple is not entering the console business. They aren't a gaming corporation it is not something they would do well in.

MW2ismygame
MW2ismygame

good i dont want to pay $1500 for a console that has a light up logo in the top, and will be replaced with a new version every 8 months

ZamboniGamer
ZamboniGamer

Good....we don't need the iBox, iStation, iWii........

dre256x
dre256x

of course your not, not until Nintendo get in deep financial trouble, then you buy them out but keep them a separate company but apple will make the hardware and handle marketing..

 

The future is closer than we think, LOL..

DrKill09
DrKill09

Good, we don't need anymore of your trendy hipster bull****, Apple.

Crash6
Crash6

Good....3 is enough.....

Zetsu20wii
Zetsu20wii

they better start getting interested. bitch ass cook. Jobs would do it

 

JACOBDRAGON666
JACOBDRAGON666

i wounder how many people will troll my comment MWUAHAH trollololol

JACOBDRAGON666
JACOBDRAGON666

if apple really tried there best and made a platform that was amazing that would be great but sadly hearing this there is no hope the cake is a lie :(

demonkingx5
demonkingx5

cause there trying to come up with a excuse into why they only paid 9.8% in taxes when they should be paying atleast 24% if not 30%.

Calikidd86
Calikidd86

 @Kiigora_LoP "inconsequential hardware and software updates!" pretty much sums Apple up in 5 words

Getbacktogaming
Getbacktogaming

@dawnofhero All the same, can you even imagine the amazing consoles we would have if the average consummer would be ready to put the same amount of money on a console as he puts on an iPhone or iPad?

damo320
damo320

 @Miltonelite Console gaming as we currently know it will likely be over within another 10yrs. But standalone desktop PC's won't be anymore successful either. The coming revolution exists within portable devices and the much spoken of coming generation of fully integrated HDTV's. A true fully integrated TV doesn't need a plethora of external devices plugged into it... it has most services built in and for everything else you can update with near endless supply of applications in much the same way as phones and ipods etc. Before Steve Jobs died he predicted that in about 2 or so years the ability would exist to watch first release cinema films on your home theatre setup for a premium price. A glimpse into the coming power of the home TV. Gaming requires a screen, controller and really nothing more if you can get the gaming service directly into that screen. Jobs also mentioned having nailed the integrated TV... this, I imagine, would be something akin to the iMac (decently powerful computer built into a very large high quality screen) but a 42" or larger versions. 

polterdice
polterdice

 @XboxGuy1537 You're so cheap.  Why even consider the $800 16 GB version when you could get the 32 GB one for $900 or the 64 GB one for only $1000?

woodyfr
woodyfr

 @polterdice Nintendo think (and hope) the same. Just look at how much 3DS were not sold because of the iPhone/iPod/iPad. Anyway, Apple is all about to double down on secrecy, they won't reveal anything.

mtait01
mtait01

 @Megavideogamer to be fair... Apple did invent Halo until M$ bought them out. Sadly the trend of M$ buying companies out has not finished... Devil May Cry, Resident Evil, Metal Gear Solid, Final Fantasy... why are these franchises on the Xbox again??? ohhhhh right... $$$$$$$$

rarson
rarson

 @mrboone01

 

Actually, I think the translation is "We already own the i-device casual gaming market, so why would we want to enter the cutthroat console business?"