New Apple TV 2015: set top box vs television sets, release date, price

“Apple has finished out both its press events for the fall without so much as a whiff of the new Apple TV – which means the next generation, whether it comes in the form of a revised set top box or actual television sets or both, won’t see its release date until 2015,” Phil Moore writes for Stabley Times. “That represents not only a break in Apple’s usual pattern of updating the product in the fall, but also opens the door to speculation as to what’s taking Apple so long and what its roadmap really is for the product going forward.”

“Even if Apple does bring out its own television sets, there is little strategic reason for Apple to abandon its attempt at reaching those who have already invested hundreds or thousands in a TV set from another vendor – at least for the next few years, giving those consumers the opportunity to reach the end of their current set’s lifespan and before being steered toward an Apple Television at that point,” Phil Moore writes for Stabley Times. “But there are also several reasons, some evidence based and some empirical, to expect Apple television sets to happen.”

“Just don’t look for Apple televisions to debut at Walmart style prices,” Moore writes. “We’d be shocked to see the first generation Apple television sets arrive with a price tag at any less than $999, with an $1199 entry point more likely.”

Read more in the full article here.


  1. Why does apple bother? The fire TV has got apple beat. I loved my Apple TV 2 for years but even the 3 is now outdated and it can run XBMC so it’s worthless to me.

    The set top box market is crazy there are new boxes almost daily and apple hasn’t had a new one in years.
    I have access to AMAzon prime I can load any program I want and I get voice search and tons of apps. Apple messed it up when they refused to open the atv up to other apps.

    I know who would think of AMAzon as a hardware maker? The kindle fires and fire phone suck and I wouldn’t touch them if you gave them to me. But the fire TV is awesome. And it now outsells the roku.

  2. I’m still skeptical that Apple will sell an actual TV. It just seems like a small opportunity.

    What Apple wants to do is change how TV is experienced. Tim has spoken about this several times. He says that when he sits down to watch TV the experience is one of going back to a primitive time. He doesn’t complain about screen resolution or size or quality. It is the experience. With Apple TV or a similar gadget Apple can inject their software into any display.

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