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Apple is preparing to launch TV displays powered by iOS, according to a former executive speaking with DailyTech.

Sales of Sony's Google-powered Internet TV, a similar project, have been mediocre. However, Apple's fans are unparalleled in their devotion, so it might be premature to count the new Apple television sets out.  (Source: Geek)
Company is reportedly teaming up with a major OEM to sell iOS-powered, Apple-branded displays

If at first you don't succeed try, try again. That seems like what Apple Inc.'s (AAPL) motto is, if a former executive is to be believed.

The former Apple executive, speaking with us on condition of anonymity, told us that that the company's biggest upcoming product launch will be one that hasn't been made official yet -- Apple has plans to enter the TV business.

According to source Apple plans to "blow Netflix and all those other guys away" by bundling Apple TV + iTunes inside physical television sets.  According to the source Apple is teaming up with a major supplier (our guess would be Samsung Electronics Co., Ltd. (SEO:005930)), to provide the physical televisions, which will be rebranded as Apple television sets.

We expressed incredulity that an OEM would allow Apple to cut into their bottom line, but our source aptly pointed out the OEM would be winning even if Apple cuts into their branded sales.  States the source, "If you have to be competing with somebody, you want to be competing with yourself."

According to the source, "You'll go into an Apple retail store and be able to walk out with a TV.  It's perfect."

The idea of Apple entering the large television display business has been rumored on and off for a while now.  After all, Apple has sold computer displays for some time now.  But to our knowledge this is the first time such a project has been confirmed by a former or current executive.

Our source believed a fall launch was in order (potentially coinciding with the iPhone launch?), but the product could launch as late as next year, given Apple's "high standards".

The market prospects of such an Apple television lineup seems questionable, assuming our source's information is accurate.  Apple TV has struggled with chief executive Steve Jobs billing it a "hobby" and some analysts less kindly deeming it "Apple's only major market failure."  Apple does not release sales info for Apple TV, but it is believed that the recent refresh hardly sent sales soaring.

Likewise, the product is almost identical to Google Inc.'s (GOOG"Internet TV" project with Sony Corp. (TYO:6758), which uses the company's "Google TV" version of its Android operating system.  Sales of Google TV products in general have been quite poor.

That said, it does seem like at some point people will warm to the idea of internet TV, particularly if apps are included.  It has already been confirmed that full access to third-party apps is coming to Google TV.  The new iOS-driven televisions are expected to have third-party apps as well.

To that end the new television may be partly an advance move to counter Google's television efforts.  Google just acquired Sage TV, a company well known for its media center and DVR software.  But if Apple has its way, allegedly it will top Google in internet television sales.

Price and sales are clearly two of the biggest concerns for an Apple branded TV launch.  However, Apple's brand is incredibly strong and its devoted fans have shown a tendency to pay whatever the company asks to get their hands on its slender devices.  Perhaps next year we'll be talking about iTV in the same breath as iPad and iPhone.  

Apple did not respond to requests for comment.



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RE: Sounds Good
By AdrianJudd on 6/22/2011 5:32:59 AM , Rating: 0
People for whom picture quality is their top priority still buy plasma. Everyone else settles for 'good enough'. It's interesting that Apple will probably go for the 'good enough' LED market. Considering Apply sells itself on producing a quality product, this is a deviation from their present business model.


RE: Sounds Good
By Visual on 6/22/11, Rating: 0
RE: Sounds Good
By degobah77 on 6/22/2011 8:53:53 AM , Rating: 3
A Panasonic 65" VT30 at $4,299 is a "budget" option?

Plasmas are videophile TVs and they aren't going anywhere.


RE: Sounds Good
By TakinYourPoints on 6/22/2011 3:36:22 PM , Rating: 1
Nailed it. Plasmas are the top of the line in image quality right now. Visual would get laughed off of an AV forum with a post like that.


RE: Sounds Good
By robinthakur on 6/22/2011 8:14:04 AM , Rating: 3
I would disagree. Plasmas are very good for motion clarity and colour reproduction historically, but have other downsides. The latest plasmas are the thinnest ever, but are still heavy and power drain depends on the luminance and the images produced. The display technology is particularly unsuited to Active 3D display due to the coresponding light drop that occurs. The Panasonic Plasmas are generally considered the best of the current crop, but have issues with dithering motion artefacts, low level tizzing and 50Hz broadcasts. The first two are just inherent elements with the way Plasmas produce pictures and are unlikely to be sorted any time soon. As the other user above pointed out, these TV's will likely be displaying menu screens quite a bit and therefore Plasma is not really suitable, as even the most recent plasmas do still suffer from burn in.

Apple have been selling LED backlit diplays for some time, and the quality, colour accuracy and panel uniformity has been good, largely because the panels used are fairly selective with a lower tolerance for faults.

Consumers other than video enthusiasts have had it drummed into them over the past few years that they should get LCD's over plasmas and the same is now happening with LED backlit screens. The convenience of having a lightweight, thin and relatively attractive TV which is also low-cost to run and also sport decent motion resolution is very hard to argue with.

I was in the market recently and evaluated all the options regardless of cost. I personally went with an LG passive 3D display because it is "good enough" thin, light, cheap to run, pretty outstanding HD images with a THX mode, no crosstalk on 3D and cheap passive 3D glasses. That's good enough for me :) I liked the Panasonics for their image quality in 2D, but the threat of burn-in and the light drop in 2D coupled with the high cost of glasses meant that I passed.


RE: Sounds Good
By Arsynic on 6/22/2011 9:00:58 AM , Rating: 2
Once you admitted that you owned a 3D TV, I quit reading. All your credibility went out of the window. 3D is the biggest and most useless gimmick ever. Talk about diminishing returns. Anyone who falls for this scam is an idiot.


RE: Sounds Good
By Mitch101 on 6/22/2011 9:45:22 AM , Rating: 2
I see 3DTV as a $500.00 Option I can live without. (+Price on TV, +Price on BLU-RAY, +Glasses). If it were a $100.00 option and ultra cheap glasses I would have the option but not a chance in hell at its current price of admission for something that will be used maybe 3-4 times a year.

I have kids and a movie in 3D to them is a lot of fun with their friends. We do it every now and then on the projector using the older style colored lenses. About $1.79 each kid. I bought the pricey glasses from china. Support up to 8 kids. That would have cost me probably $800 to have the more refined system that I would use 3-4 times a year.

What I find hysterical is I did 3D gaming back in 1999 with the ASUS AGP-V3800 Ultra TNT2 graphics card which came with a wired set of 3D glasses for about $139.00 while today it costs 3-4 times more and the only advancement is the glasses are wireless.


RE: Sounds Good
By DanielDaly on 7/17/2011 2:38:25 PM , Rating: 2
All his credibility went out the window?
Shut up you troll.
He nailed every fact, and thoroughly explained why he chose an LG LED over Plasma or other brands LED's. Passive 3D for me is very enjoyable to watch, despite being a little lacking in resolution. Just because you don't enjoy 3D doesn't mean his post isn't credible.


"If you can find a PS3 anywhere in North America that's been on shelves for more than five minutes, I'll give you 1,200 bucks for it." -- SCEA President Jack Tretton














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