Analyst: Full television set ‘more in tune with Apple’s strategy’ than an enhanced Apple TV set-top box

“With Apple Chief Executive Tim Cook admitting that television is an area of ‘intense interest’ for his company, pundits have debated whether Apple would build a full television set or simply enhance upon the existing Apple TV accessory,” Neil Hughes reports for AppleInsider.

“Maynard Um of Wells Fargo Securities said on Friday in a research note provided to AppleInsider that he believes a full television set would be ‘more in tune with Apple’s strategy’ than an enhanced set-top box,” Hughes reports. “He said he believes Apple would ‘relish’ the opportunity to place the company’s logo as ‘the centerpiece of the living room.'”

Hughes reports, “He believes that a key part of the Apple television will be Siri, the company’s voice-driven personal assistant software currently found on the iPhone, iPad and iPod touch.”

Read more in the full article here.


    1. Don’t call it “apple tv”. When you call it “—tv” the content providers immediately block it to extract extra fees.
      Instead, you produce a low cost computer with a desktop (non-iOS) interface with “lightning-fast” video streaming that “brings all your favorite free Internet video to your own monitor”. In fact “you can even connect it to your big screen home theater with its built-in hdmi cable or our new Apple refina 60″ TV via thunder port.”

      We call it the Mac nano. It runs the full macOS on an ARM processor, and it even runs flash, so anything your big Mac can view can now be viewed on your home theater. Plus, you’ll have access to your iOS apps on our iOS emulator. All controlled with your favorite Apple touch device!

  1. I’m not convinced. It is more likely, in my opinion, that it will be more of a “service” than an actual product offering the likes of a TV set. If TV is like stepping back 20-30 years, how does releasing a new TV change anything? By adding Siri integration? Hardly a “service” to bring the TV into the future. Look for “live streaming” and “on-demand” or some other “service” to bring TV into the future, not another device that sits in a great room or living room waiting for the end user to turn it on… Look for the reason(s) that TV is stuck in the past, it requires people to be stationary and grouped together at home, much like it has been for the last 50 years…

    1. Yeah, having a high quality device on your wall that runs iOS, is fully integrated with your other iDevices, works well with some future, improved version of iCloud and, by the way, displays movies and shows on a beautiful 4k screen- terrible idea. I much prefer my old TV that does practically nothing.

      1. The only differentiator you listed that can’t be had by a plain TV is integration (out of the box) and 4k. I am CERTAIN you will NOT be buying a 4k TV from Apple for 1,500-2,000 at ANY time in the future. Again, your idea REQUIRES the family to all be @ home sitting on a couch (which is EXACTLY what TV has been for the last 50 years AND what keeps it stuck in the past). iCloud integration can be had with a set-top box (current AppleTV) as well as iOS device integration. The only thing I can imagine that will bring TV into the future (you know the one where people do a lot of traveling and spend the majority of their day AWAY from home where a TV would be) is portability and live-streaming ON DEMAND. So I can watch my favorite TV shows/Sports/Music Videos/News/Etc. when and where I want and I don’t have to be @ home to watch them for a decent experience. You obviously don’t travel much, I do and I can tell you, the airports are PACKED every day with other travelers. Air travel for business is the mainstay for most airlines. Travel for pleasure is subsidized by business travel, otherwise it would cost many THOUSANDS of dollars to fly for pleasure instead of hundreds of dollars, jet fuel is EXPENSIVE.

      2. No one is broadcasting in 4K anytime soon, so your point is moot. And what does your TV set need to do?

        Display images.

        That’s it. Everything else can and is fed into it in via some other method – set top box, cable, wi-fi, etc.

  2. It has always puzzled me that a TV tuner is still included in all TV sets. I’m not sure why they feel it is still necessary. Take the tuner out and put in an AppleTV integrated instead. Sounds like a winner to me especially if it will get rid of the cable box. Talk about simplifying the living room! Add wireless hi fi 5.1 channel speakers and Vavoom! Tv is the hub with no more wires other than a game console. (I don’t need disc based players anymore. )

    1. Yes I agree with you it is mobile. But what could be better to have you mobile device play games though the TV set. Save it, continue to play it on the mobile device, save it again then when you get home to continue. On the TV again. The new Wii U has this capability. Let’s see how Nitendo does with this concept. And I am sure Apple is watching as well.

      1. I am certain Apple is interested in this tech, still doesn’t explain the need for a TV to be sold by Apple. The infrastructure is already there with the AppleTV set top box, iPhone, iPad, iPod Touch and iPad Mini and wireless services. The future is mobility (in case mobile wasn’t descriptive enough). Who needs an expensive, low margin device to sell when your companies mantra is mobility and the devices (TV) required are already in the homes of millions currently? Doesn’t make any sense. Apple is a disruptor and they have already disrupted the industry by leveraging EXISTING technologies with their mobile devices thus extending current usability. How else can you explain the focus on Airplay and wireless streaming by Apple? With 802.11ac just about to become the standard in devices it helps explain a lot, to me anyway.

  3. Apple’s strategy has been on producing devices that people will replace easily and often – iPhones, iPads, iPods, MacBooks. Notice iMacs aren’t on the list, and Mac Pros aren’t even in the room.

    Now analysts are suggesting Apple is going to add a large, relatively immovable, and very seldom replaced TV set to its lineup because it “fits” better with Apple’s strategy than something like today’s AppleTV?

    Don’t think so. Apple sells hardware; the software just makes the compelling hardware work even better for us. There is no need for an Apple TV set, certainly nothing an AppleTV-like device can’t handle and handle better.

    What do people want in their TVs? A huge, great picture. They don’t care about Smart TV apps, Netflix integration, etc. in their TVs because they have all of that in other devices already.

  4. I’m THIS close to cutting off all TV in the house. Movies? Rip DVDs when their prices drop after a few months ( no Netflix in my country). News and documentaries? Video podcasts on iTunes. Sure , this won’t work for everybody; sport is not a big deal for us. But the days when you were a social outcast if you couldn’t discuss what was on the box last night are 20 years in the past.

    Whether the next ATV is an actual TV or a box top set (or both) is irrelevant. Internet-only delivery and no delays based on national borders, that will determine whether TV will finally emerge into the 21st century.

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