Apple's fourth-generation set-top box, the $149 Apple TV, is launching next week and it won't be just a hardware upgrade. For the first time since the Apple TV's 2007 debut Apple is providing a software platform to enable third-party experiences on your big screen TV.
Discussing the sad state of the television industry and talking about how Apple can improve a “terrible, broken” process of watching television during the Wall Street Journal’s WSJ.D Live conference in Laguna Beach, California last night, Cook said that Apple's new tvOS platform represents a “foundation” for the kinds of experiences his company aims to deliver to consumers.