Gruber: ‘Something big is going on with Apple TV in Cupertino, but it’s still being cooked’

Just because WWWDC 2012 came and went with nary a mention of Apple TV doesn’t mean the Cupertino Elves aren’t mixing up secret ingredients.

“From what I gathered asking around during WWDC, there was never anything Apple TV-related slated for announcement at WWDC,” John Gruber writes for Daring Fireball. “Something big is going on with Apple TV in Cupertino, but it’s still being cooked.”

Brief article in full here.

[Thanks to MacDailyNews Reader “Brawndo Drinker” for the heads up.]


  1. Apple’s a brewin’ something great!…

    The ingredients of this Apple brew (courtesy of Shakespeare’s ‘Hamlet’)…

    1 WITCH. Thrice the brinded cat hath mew’d.
    2 WITCH. Thrice and once, the hedge-pig whin’d.
    3 WITCH. Harpier cries:—’tis time! ’tis time!
    1 WITCH. Round about the caldron go;
    In the poison’d entrails throw.—
    Toad, that under cold stone,
    Days and nights has thirty-one;
    Swelter’d venom sleeping got,
    Boil thou first i’ the charmed pot!
    ALL. Double, double toil and trouble;
    Fire burn, and caldron bubble.
    2 WITCH. Fillet of a fenny snake,
    In the caldron boil and bake;
    Eye of newt, and toe of frog,
    Wool of bat, and tongue of dog,
    Adder’s fork, and blind-worm’s sting,
    Lizard’s leg, and owlet’s wing,—
    For a charm of powerful trouble,
    Like a hell-broth boil and bubble.
    ALL. Double, double toil and trouble;
    Fire burn, and caldron bubble.
    3 WITCH. Scale of dragon; tooth of wolf;
    Witches’ mummy; maw and gulf
    Of the ravin’d salt-sea shark;
    Root of hemlock digg’d i the dark;
    Liver of blaspheming Jew;
    Gall of goat, and slips of yew
    Sliver’d in the moon’s eclipse;
    Nose of Turk, and Tartar’s lips;
    Finger of birth-strangled babe
    Ditch-deliver’d by a drab,—
    Make the gruel thick and slab:
    Add thereto a tiger’s chaudron,
    For the ingrediants of our caldron.
    ALL. Double, double toil and trouble;
    Fire burn, and caldron bubble.
    2 WITCH. Cool it with a baboon’s blood,
    Then the charm is firm and good.

      1. I’m a Coriolanus man myself.

        Different perspectives of ambition, pride and vengeance.

        Macbeth is always a problem for me because it was the play we had to study for our English Literature exams when I was 15.

  2. Funny how Apple is so characterized as not working on things, and then furiously working to meet some arbitrary release date. I’m sure Apple has been working on the next quantum leap for AppleTV since Steve solved the problem, but like everything Apple gets into, it will not half-ass something.

    A new AppleTV will be released when it’s good and ready and the content is lined up. Until then, Apple will say nothing. I’m still unsure why people are surprised when Apple refuses to discuss future products with them.

    1. Well that very true but I do wish they’d hurry up because I’m fed up with my Charter cable. Ok I know it’s a Paul Allen thing but it was all I could get. Now I can get U-Verse with its world class AT&T shit customer service so I don’t really want them either. I have the Apple TV and Netflix but I want my new Apple iTV or whatever it’s going to be and I want it soon. Hurry up damn it!

  3. I’d settle for an Apple developed Cable Box that holds a CableCard, integrates a DVR and also handles iTunes content. The achilles heel is that Cable Card utilizes Windows Media technology in it’s current form. Should Apple license the necessary stuff, we could all junk the crappy boxen polluting our living rooms.

  4. What a load of crap. There is no way in hell Apple will be in any position, shape or form to manufacture a television set cheaper than any of the majors. And only diehard fanboys will buy a super expensive Apple branded TV that will be no better or worse than an ordinary TV. This might sell 1,000 units a quarter. Dumbass idea.

    1. Where in the story quoted here, or in John Gruber’s story, does it talk about an Apple TELEVISION SET???

      In fact, the links point to an update for the current Apple TV’s software. Apple TV is NOT a TELEVISION SET!!!

    2. ‘Ballmer’s left nut’ must be back on the drugs today.

      Seriously dude! Get some rehab!

      Meanwhile, as I posted below, I’m glad Apple are taking their time to get this right. Google TV has been a massive FAILure. But knowing Apple, they could possibly turn the market on its head with a seriously user-friendly GUI on an AppleTV that puts all the crap TV GUIs we’re used to in the grave.

      1. And will it do Siri? And will the remote have a noise cancelation microphone built in? And will it create a new GUI that will transform the entire interactive TV business? Will the MPAA and NCTA (National Cable & Telecommunications Association), etc., deal with it or will they come running at it with sharp scissors? Will it show M*A*S*H 24/7?

        Wait for it.

  5. Nowhere in MDN’s quote of the Yahoo Finance article, or on John Gruber’s page, does anyone talk about a TELEVISION SET.

    Apple TV is NOT a television set.

    Yahoo Finance article: “In the lead up to Apple’s developer conference one of the most intriguing rumors was that Apple was set to reveal a new operating system for Apple TV.” And John Gruber comments apply to that.

    I think what John Gruber is saying is very true. There is a LOT cooking for APPLE TV.

    NOWHERE does he mention a television set.

    Does he have thoughts about an actual television set? I’m sure he does, but whether or not Apple comes out with an actual television set has nothing to do with an update/overhaul for the little black box that sits near my actual television set, and the little black box is called… Apple TV.

    I do hope its functionality is increased and it can enhance the 55″ Panny HD TV that I am having delivered on Friday. (Yay!) WHEN the APPLE TV OS is updated, I’ll buy one in a second.!!! To go with my PANASONIC TELEVISION SET!

    I have an Apple TV 2nd gen. Looking KEENLY toward an Apple TV 4th gen, or a 3rd gen with a fantastic OS/UI update!


  6. Maybe it’s just one of those rumors – you know – someone’s mother’s, sister’s, son’s best-friend, heard a colleague mention that there’s a cook at Apple who owns a TV. Or it might just be true!

    Actually(?), with the iMac, Mac mini, and Mac Pro being replaced next year with the Mac modular series, the Apple TV will be the new all-in-one form factor for Apples static / sat-back product quadrant.

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