At an event sponsored by The Wall Street Journal, Stringer said, "That's what we're all looking for. We can't continue selling TV sets (as per usual). Every TV set we all make loses money."
Stringer did not provide details on what direction the next generation television might take, The Daily Telegraph reported Saturday.
"There's a tremendous amount of R&D going into a different kind of TV set," Stringer said.
In a recently published authorized Jobs biography, author Walter Isaacson quotes Jobs as saying, "It will have the simplest user interface you could imagine. I finally cracked it." referring to an industry Holy Grail, which is to make a salable television that is fully integrated with the home computer.
Sony's current strategy, The Wall Street Journal said, is to develop a "four-screen" program, which would allow consumers to synchronize a variety of content through their computers, mobile phones, game platforms and tablet computers.
Stringer, at the event, had a compliment for Apple. "The beauty of the iPhone is it's really well organized," he said.