California - Apple chief Tim Cook on Tuesday vowed that creativity would remain in the company's DNA and hinted that products on the horizon could come in the area of television.
Cook was the star opening guest at a prestigious All Things Digital conference hosted by the Rupert Murdoch-owned technology news website at a resort in the Southern California town of Palos Verdes.
"We're going to introduce some great stuff," Cook said. "I think you are going to love it."
Cook declined to reveal details of products set for release by the Cupertino, California-based maker of iPads, iPhones, iPods, Macintosh computers, and Apple TV devices.
The first unveiling could take place as soon as June 11, when Apple kicks off its annual Worldwide Developers Conference in San Francisco.
"Juices are flowing and we have some incredible things coming out," Cook said. "For years Apple's been focused on innovation and this will not change."
While avoiding specifics, Cook said that the Apple TV business is "an area of intense interest for us".
Apple has long referred to its Apple TV as a hobby. The devices are boxes that route content from the internet to television screens.
"We're not a hobby kind of company, as you know," Cook said. "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 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, Jefferies & Company analyst Peter Misek noted that the improved outlook of display-related companies might be due in part to early "iTV" production.