So, What’s Tim Cook Up to in Sun Valley?

Among the moguls journeying to Sun Valley on Tuesday for Allen & Company’s annual conference was one attending the retreat for the very first time: Apple CEO Tim Cook.

Cook’s attendance at this gathering of the technology and media superpowers is a rarity for an Apple executive. Company co-founder Steve Jobs rarely accepted his Sun Valley invitation, so Cook’s appearance at the event this year is something of a surprise. And it’s fueling all manner of speculation about his intentions. Clearly, he’s not there for the bike rides or fly-fishing.

One thing that’s certainly on his agenda: One-on-one meetings with some of the media executives in attendance. “We are talking to a lot of people here,” he told the New York Post.

Why? Cook declined to say, but word around the campfire has it that these discussions have something to do with the long-rumored Apple Television, in whatever form it ultimately appears.

Indeed, Time Warner CEO Jeff Bewkes told the New York Times’ DealBook that he expects to talk to Cook about some sort of Apple TV partnership that he envisions being similar to the alliance Apple struck with AT&T to launch the iPhone. “It will probably be a lot more painless than everyone thinks,” he said.

Reached for comment, Apple confirmed that Cook is indeed attending the conference, but declined to provide any details on his plans while there.