Despite rumors of an Apple console operating mostly by motion and touch controls being launched later this year, CEO Tim Cook flatly denied any intentions of entering the arena with Nintendo, Microsoft, and Sony. "I'm not interested in being in the console business in what is thought of as traditional gaming," Cook explained at an All Things D event in Rancho Palos Verdes, California.
He also said that while Apple may not be interested in developing consoles like the big three, the company still has a major stake in gaming:
"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."
Even though Cook dismissed the thought of competing directly with the other major consoles, I'm sure they're thinking of something that could compete. They did it once before in 1995 when Apple wasn't anything like it is today. Although it tanked, I'm sure the most valuable brand in the world is sophisticated enough to give it another try.