Why is Tim Cook at the Allen & Co. media confab?

It's a rare thing indeed to see an Apple CEO at the Sun Valley retreat, which plays host to many media and tech execs. He gets asked the inevitable question about Apple TV.

Don Reisinger
CNET contributor Don Reisinger is a technology columnist who has covered everything from HDTVs to computers to Flowbee Haircut Systems. Besides his work with CNET, Don's work has been featured in a variety of other publications including PC World and a host of Ziff-Davis publications.
Don Reisinger

Every year, Apple's chief executive is invited to the Allen & Co. summer retreat for media executives. And each year, Apple declines. But this time around, Tim Cook has done quite the opposite.

Cook was spotted in Sun Valley, Idaho, home to the Allen & Co. retreat, where he briefly spoke with reporters. He told the New York Times' Dealbook that he's "looking forward to all the private discussions" he set up for this week, and reported to the New York Post that he's "talking to a lot of people here." When pressed for more information, Cook declined to share more.

Still, his presence at the event, which plays host to some of the most powerful people in the technology and media industries, has sparked speculation at the retreat, according to Dealbook, that he could be discussing Apple's plans for future home-entertainment initiatives, including the long-rumored television it reportedly has in the works.

For its part, the Post asked Cook if his discussions would relate to the Apple TV in some way. His response? "I can't tell you that."

CNET has contacted Apple for comment on Cook's visit to the retreat. We will update this story when we have more information.