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Apple CEO Tim Cook is critical of TV, coy on watches, car

Apple chief executive Tim Cook has revealed the tech giant is shipping "a lot" of its eponymous watches, and that a new Apple TV is coming shortly.

According to a liveblog of the WSJDLive tech event hosted by The Wall Street Journal, Cook said he would not announce sales numbers for the Apple Watch because it would help its competitors, but joked: "We shipped a lot the first quarter … then last quarter we shipped even more ... And I can predict this quarter we will ship even more."

He told the audience in Palm Springs, California, that watching television currently was a "terrible, broken" process, and that the Apple TV would be the "foundation" for a new kind of experience, noting that the user experience of flicking through channels was far removed from the ease of using an iPhone.

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The liveblog reported that the Apple boss repeatedly returned to the idea that Apple TV was a foundation on which the company planned to build, intimating that apps for television were a possibility as Apple "modernized" the medium.

In its own liveblog of the conference, The Verge news site reported that Cook said that orders for a fourth generation Apple TV would open on October 26, with shipping to start on October 30.

Cook was coy on rumors of an Apple car, saying that the company looks at "a lot of things," but did reveal that Apple Music now has 6.5 million paying users.

Cook said that an additional 8.5 million people were participating in a free trial of the Apple Music service. That gave it more than 15 million users in total, which Cook described as a successful debut.

"I'm really happy about it, and I think the runway here is really good," Cook said.

Released in June, Apple Music is the company's attempt to carry its dominance of digital music through its iTunes store into the era of music streaming pioneered by Spotify and others. Apple is allowing users to test its service with a 90-day free trial, which elapsed for the first users earlier this month.

To read more from the Journal's liveblog click here.

- Reuters contributed to this report.