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More reports are emerging that Apple is indeed working on a dedicated Apple TV television set, in addition to a new television set-top box that would allow users to choose their own cable provider using Apple’s interface.
The Wall Street Journal reports that Apple is trying to create a television set-box that would include a cloud-base DVR to store television shows online. In return, users could play that content on their television, iPhone, iPad or Mac.
“Another significant feature of the Apple set-top device is likely to be its user interface, which could resemble the navigation icons on Apple’s iPad,” according to the report. “While the design may change, the interface is expected to be easier for people to use than existing cable on-screen menus, widely viewed as clunky.”
How would this device work? Apple would sign agreements with various cable providers, like Comcast, to allow them to access their cable, but in a much-enhanced user experience. The user would still pay their monthly cable bill to their provider and not Apple. And then of course, you could easily pull up your extra apps, like Netflix, MLB TV and movies on iTunes.
That’s the not the only trick up Apple’s sleeve.
Rumors of a dedicated television set could be true. According to Peter Misek, a financial analyst at Jeffries & Co., Apple already has its iTV in full production. The dedicated television set will only be able to leverage cable content from AT&T and Verizon, however.
“We believe the iTV is in full production,” Misek writes. ”Recent data out of Sharp, Hon Hai, and other specialty chemical and TV component suppliers support this. Also, JDSU noted that they have a new non-gaming customer for its gesture control modules. They indicated this is a new “living room” based customer. We believe Apple will leverage AT&T’s and Verizon’s content deals for the iTV. Additionally, the WSJ’s sources indicate Apple may also consider a set-top box version for the cable operators.”
The deals with AT&T and Verizon make sense, but those services are quite limited right now from city to city.
According to the report, the iTV could be released as early as this year’s fourth quarter or the first quarter of 2013.
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