Tim Cook, of Apple, alludes to television ambitions

Apple is really working on something when it comes to television – but he's not yet ready to talk to us about it.

CEO Tim Cook on Tuesday referred to Apple's ambitions, but, in typical Cook fashion, did not reveal details.

"We hired two highly respected television executives last year, and they have been here for several months and have been working on a project that we are not really ready to share … all the details at this subject "Cook said during a revenue call with analysts. "But I could not be excited about what was going on there."

He adds that Apple has "a lot of talent in the field that we have found in different places and we are really good at what we will offer"

Last year, Apple has continually announced the original content that it produced – including a multi-year partnership agreement with Oprah – but has not yet unveiled where this content will go. Some of his early shows, like "Planet of the Apps, " debuted on the Apple Music service. But Apple should largely launch something new for all this content. It is unclear if this would be a streaming video service that would compete with Netflix, Hulu, Amazon Prime and others, or another type of model, such as a big package of services that also includes Apple Music.

A year ago, the company hired Jamie Erlicht and Zack Van Amburg from Sony Pictures Television to oversee "all aspects of video programming." Both were responsible for shows such as "Breaking Bad", "The Crown" and "Rescue Me".

In the early days of Apple TV, the company has positioned its streaming media box as a "hobby". But this is no longer a hobby. Apple does not disclose Apple TV sales, but Cook noted revenue and unit sales rose from "very, very strong double digits" in the third quarter, which ended on June 30. Later this year, Charter Communications will begin to offer subscribers.

Apple, Netflix and others took advantage of the cord cut, as consumers abandoned their traditional cable subscriptions for the benefit of small streaming groups. On-demand TV services like Netflix, Amazon Prime and Hulu offer thousands of videos on demand, while services like Sling TV, DirecTV Now and YouTube allow you to watch live TV over the Internet. More and more, Apple TVs, Roku boxes and Chromecasts are used to display this content.

On Tuesday, Cook said he was expecting the cord cut to accelerate "at a much faster rate" than is generally believed.

"So we are really happy to be working on something, we are not ready to talk about it in depth today," he added.

Also Tuesday, Apple reported better fiscal results than expected in the third quarter . He also forecast fourth-quarter revenue growth higher than expected by Wall Street, indicating a strong iPhone launch, likely in September. He also said his services business turnover rose 31% for the second consecutive quarter.

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