Apple boss Tim Cook: Apps are future of TV

Cook was speaking at a meeting of tech and other startups in Amsterdam, two months after Apple announced software enhancements for its TV system, Apple TV, and knocked $50 off the price of its smart watch.

Since launching Apple TV, "it's clear to us as we pull that string that there's a lot left to do and we'd like to be a catalyst in changing the world of entertainment," said Cook, whose company already radically changed the music industry with its iTunes store.

At the same meeting of entrepreneurs promoting their startups, Eric Schmidt of Google's parent company Alphabet criticized European governments for choking startups in red tape and legislation.