Rival Google licenses its own software for set-top TV boxes and just like Apple's device, Google TV models (made by a number of different manufacturers) have gotten off to a very slow start. Apple TV's biggest competitor is Roku. The small, California company has reportedly sold about 5 million units to date. Some Roku boxes now run cable TV apps ( Time Warner ( TWC)) in addition to other third-party games and streaming video sources. Unlike Apple, Roku markets no other hardware and can't depend on cross-promotion with other products to boost sales.

Cook said they're still playing with their Apple TV product. He said he knows the "TV experience could be better". He refused to say whether he thought ISPs (Internet Service Providers) and content providers have been holding back the success of the product. It could be a big part of his demonstration at Apple's Worldwide Developer's Conference beginning on June 10th.

--Written by Gary Krakow in New York.

>To submit a news tip, send an email to: tips@thestreet.com.
Gary Krakow is TheStreet's senior technology correspondent.

If you liked this article you might like

Watch Out For the Dominoes That Fall: Cramer's 'Mad Money' Recap (Wed 9/20/17)

AI Pioneer Andrew Ng: There's Room for Multiple Winners in the AI Race

How to Make Your Life Successful Just Like Billionaire Warren Buffett

These Are the Top 50 Jobs in the U.S. Right Now

Driving This Beastly Cadillac CTS Reminded Me That Sexism Is Alive and Well