Apple chief executive Tim Cook has hinted that the maker of iPads, iPhones and iPods could have a revolutionary television product on the horizon.
Speaking at the renowned All Things Digital conference in the US, the boss of the notoriously tight-lipped company said technology for televisions was of "intense interest" - although he stressed Apple's efforts would unfold gradually.
Industry insiders and executives say Apple may unveil a TV-based device in late 2012 or 2013 that has the potential to shake up the cosy television content and distribution industry the way the iPod and iPhone disrupted music and mobile content.
Mr Cook, who took the helm from late Apple founder Steve Jobs last year, steered clear of commenting on that issue directly, but referring to Apple's existing television set-top box product, he said: "This is an area of intense interest for us.
"We're going to keep pulling this string and see where it takes us."
Apple has long referred to Apple TV - boxes that route content from the Internet to television screens - as a hobby, but on that very subject Mr Cook told the annual gathering of A-list technology and media executives: "We're not a hobby kind of company, as you know.
"The company tends to put a lot of wood behind a few arrows. We've stuck to this."
Apple sold 2.8 million Apple TV devices last year and nearly that many in the first few months of this year, according to Mr Cook.
Apple's nascent iCloud online data storage service and close relationships with film and television studios that sell digital content for viewing on its gadgets could support a new Apple TV offering.
Last month, market analysts noted that the improved outlook of display-related companies might be due in part to early "iTV" production.
Mr Cook vowed that creativity would remain in the company's "DNA".
He told the South California conference, run by the Wall Street Journal: "We're going to introduce some great stuff. I think you are going to love it.
"Juices are flowing and we have some incredible things coming out. For years Apple's been focused on innovation, and this will not change."
The first unveiling could take place as soon as June 11, when Apple kicks off its annual Worldwide Developers Conference in San Francisco.
Mr Cook also spoke about his predecessor, the late Steve Jobs.
He said: "It was the saddest day of my life when he passed away.
"But at some point last year somebody kind of shook me and said it's time to get on. The sadness was replaced by this determination to continue the journey."
He suggested Apple would not be constrained by its past, saying: "I love museums, but I don't want to live in one."
Lessons learned from Mr Jobs included focusing on doing a few things exceptionally well, shunning mediocrity, and casting the rest aside, according to 51-year-old Mr Cook.
Highlighting the Apple founder's legacy of going to great lengths to keep details of new products under tight wraps, Mr Cook added that he planned to "double down on secrecy".
The new CEO also said he would like to see more of Apple's products manufactured and assembled in the US rather than China.
This follows criticism that one of the world's most valuable companies relies on low cost Asian labour.