Tim Cook, CEO of Apple, sparked renewed speculation about the company’s future product plans by confirming it is looking at entering new product categories – although he would not be drawn any further.

“There will be new categories. We’re not ready to talk about it, but we’re working on some really great stuff,” the executive told The Wall Street Journal.

Of course, this is not the first time the Apple head has referenced work in new product categories.

He previously said in a conference call: “In terms of new product categories, specifically if you look at the skills that Apple has from hardware, software and services and at incredible app ecosystems, these sets of things are very, very unique.”

It has been widely reported that the company is set to make a move into the wearables space, with a smart watch as a likely possibility.

But the company is also reported to be active in the healthcare sector, which could mean it is working on a fitness tracker.