Apple CEO Tim Cook said Tuesday that apps are the future of television and that the company wants to help change the entertainment industry.

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.