Tim Cook hints Apple could be a part of 'major changes in media'

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The launch of HBO Now on Apple devices has been a big hit for both companies, and could hint at a major role for Apple in the future of cable cutting, CEO Tim Cook said on Monday.

Speaking during his company's quarterly earnings conference call, Cook said that he sees "major, major changes in media" coming on the horizon. And speaking to Wall Street analysts, he admitted that his company could play a part in those changes.

Unsurprisingly, Cook stopped short of saying exactly what role Apple could play. But the company is widely believed to be working on a subscription TV service that could debut as soon as this fall.

Cook's comments were made in the context of the newly launched HBO Now service, an over-the-top subscription deal that offers access to streaming content from HBO without a cable subscription. Currently exclusive to Apple devices, including the Apple TV, HBO Now marks the first time that non-cable subscribers in the U.S. have been able to access the premium network.

With only a few weeks of HBO Now in the books, Cook said he's encouraged by the start, as Apple users have embraced the network's library of content.

"Where could it go? You can speculate as good as I can where it can go," the CEO said.

In addition to a new subscription streaming service said to be priced between $30 and $40 per month, Apple is also believed to be working on a revamp of its set-top box hardware. Rumors have said the new Apple TV will debut in June at WWDC, featuring an A8 processor, a dedicated App Store, and Siri voice controls.