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Tim Cook hints that Apple plans to redefine the television set

post #1 of 212
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Apple Chief Executive Tim Cook has poured gasoline on the growing fire of speculation that his company plans to build a full-fledged television set in the near future, with comments disparaging current television sets as outdated pieces of technology.

Cook's strongest hints to date on the prospect of an Apple television came from an interview with Brian Williams of NBC's Rock Center, set to air tonight at 10 p.m. Eastern. In that interview, the CEO was asked what's next for Apple, and he hinted that the company has big plans for the living room.

"When I go into my living room and turn on the TV, I feel like I have gone backwards in time by 20 to 30 years," Cook said. "It's an area of intense interest. I can't say more than that."

Cook's comments are the most aggressive yet in hinting that Apple could be working on a television set ? a product that has been rumored to be in the works for years. Previously, the CEO has also used the words "intense interest" to refer to its Apple TV set-top box, an existing television accessory that streams movies, TV shows and other content.

Apple television


Rumors of an Apple television have persisted for years, but they picked up considerable steam late last year when the authorized biography of Apple co-founder Steve Jobs was published. In that book, Jobs told biographer Walter Isaacson that he had "finally cracked" the secret to building a television.

"It will have the simplest user interface you could imagine," Jobs said.

Then in January, a report from USA Today claimed that Apple's lead designer, Jony Ive, had a "slick" 50-inch prototype television set housed inside his secure California design studio. It claimed that Apple is looking to build televisions sized 42 inches and larger with built-in Wi-Fi connectivity.

Analyst Gene Munster of Piper Jaffray has long been a proponent for an Apple television. In November, he predicted that such a product would be one of three core launches for the company in 2013, joined by a refreshed iPhone and updated iPad lineup.

Munster believes Apple's television will be priced between $1,500 and $2,000, with screen sizes between 42 and 55 inches, and would go on sale in time for the 2013 holiday shopping season.
post #2 of 212
I hope so. I've got a Samsung Smart TV. The actual display is fantastic but the Smart TV functionality is woeful. Slow, terrible UI, constant updates... about the only good feature is that you can plug in any old USB hard-drive and use it as a DVR.
post #3 of 212
How does that comment indicate Apple is planning a television set?
post #4 of 212

I don't think people really want their TV interactive, they want it to be something they can veg out in front of at the end of a long day's work.

 

They don't want it to be individualised either, part of the point is having shared experiences (the programs) you can talk about with other people. One thing that might be good is if there was a news ticker along the bottom where you and your friends on the Internet can type comments as you all watch the same program.

post #5 of 212
"pour gasoline..." LOL. Very accurate description.
post #6 of 212
Maybe 2013 will be the year of the tv.
post #7 of 212
Quote:
Originally Posted by ascii View Post

I don't think people really want their TV interactive, they want it to be something they can veg out in front of at the end of a long day's work.

 

They don't want it to be individualised either, part of the point is having shared experiences (the programs) you can talk about with other people. One thing that might be good is if there was a news ticker along the bottom where you and your friends on the Internet can type comments as you all watch the same program.

You and everyone else don't know what you want. But as soon as you see it, you'll know then.

post #8 of 212
I have no doubt that Apple is working to take over the living room.
I am looking forward to it.
I hope they work with Loewe on designs...

http://www.loewe.tv/int

Time will tell.
post #9 of 212
Quote:
Originally Posted by ascii View Post

They don't want it to be individualised either, part of the point is having shared experiences (the programs) you can talk about with other people. One thing that might be good is if there was a news ticker along the bottom where you and your friends on the Internet can type comments as you all watch the same program.

 

I sure as hell don't want that. You can keep that crap! lol.gif

 

When I watch TV, I'm there to enjoy it with my wife and my son. I don't want some ticker running across the screen or to be chatting with other people while I'm watching the program -- it's a stupid distraction. My wife is right there, I'll chat and laugh with her as we watch the Big Bang Theory or one of our other favorite programs. We don't see each other all day, so our time to bond is at home at the dinner table, and sitting on the couch/snuggling in bed watching our favorite programs.

 

I guess my point is, everything doesn't have to be "social".

post #10 of 212
It's the carpet damn it.
post #11 of 212
Quote:
Originally Posted by AppleInsider View Post

"When I go into my living room and turn on the TV, I feel like I have gone backwards in time by 20 to 30 years," Cook said.

Tim, Tim, Tim...I think it's time for an upgrade my friend. So wheel out your old set...

 

 

 and wheel in the new...

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post #12 of 212

Being "Social" is for people that have forgotten how to really live with people.

post #13 of 212
Quote:
Originally Posted by Rogifan View Post

How does that comment indicate Apple is planning a television set?

It doesn't. But the rumor has been round for so long that everything is proof it is true.

I still say it will be a revamp of the iTunes Store offerings with things like new pricing, better quality with quick adoption of h.265 etc combined with a new STB and perhaps a revamped Cinema Display that could be used as a TV or a computer monitor.
post #14 of 212
Quote:
Originally Posted by ascii View Post

I don't think people really want their TV interactive, they want it to be something they can veg out in front of at the end of a long day's work.

They don't want it to be individualised either, part of the point is having shared experiences (the programs) you can talk about with other people. One thing that might be good is if there was a news ticker along the bottom where you and your friends on the Internet can type comments as you all watch the same program.

Some folks might but I think they are a minority and would be just as happy with that side of things coming from an app on their iPad.
post #15 of 212
Quote:
Originally Posted by Mobius View Post

and wheel in the new...

And folks complain about the Apple TV UI
post #16 of 212
Quote:
Originally Posted by Mobius View Post

Tim, Tim, Tim...I think it's time for an upgrade my friend. So wheel out your old set...


he's talking late 80s to early 90s. that tv is from the 60s... over 50 years old.

post #17 of 212

You guys realize that these 'hints' are deliberately being dropped just to ensure shoppers don't buy TV this winter, right?

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post #18 of 212
Quote:
Originally Posted by Mazda 3s View Post

I sure as hell don't want that. You can keep that crap! lol.gif

When I watch TV, I'm there to enjoy it with my wife and my son. I don't want some ticker running across the screen or to be chatting with other people while I'm watching the program -- it's a stupid distraction. My wife is right there, I'll chat and laugh with her as we watch the Big Bang Theory or one of our other favorite programs. We don't see each other all day, so our time to bond is at home at the dinner table, and sitting on the couch/snuggling in bed watching our favorite programs.

I guess my point is, everything doesn't have to be "social".

I hear you. In fact there are times when I wish there was an 'anti-social' option!
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post #19 of 212
Quote:
Originally Posted by ascii View Post

I don't think people really want their TV interactive, they want it to be something they can veg out in front of at the end of a long day's work.

 

They don't want it to be individualised either, part of the point is having shared experiences (the programs) you can talk about with other people. One thing that might be good is if there was a news ticker along the bottom where you and your friends on the Internet can type comments as you all watch the same program.

 

So all those people buying all those Smart TV's don't want them?  I mean even Google is doing smart TV's and adapters.  Think on this, those who use Hulu, or Netflix, do you really want to have multiple items in the room to do that or just one, your TV.  Some living rooms have multiple consoles and even Netflix is stating PS3 is top used item to watch them.  But if you can cut your electric bill by just using one unit instead of 2 to watch your shows and such, wouldn't you?

 

So you then rather use a laptop on your lap while watching TV too?  I know many people that surf the web and/or chat on their laptop/tablet/phone/etc while watching TV.  I mean have you seen some of the FB (Facebook) posts.  One line comments on shows they are watching, or such.  Or even channels have their own app's now a day's such as CW.  You can watch their shows a day later on the app if you missed the show the day before, or your DVR skipped it for some reason. Start up the app and watch your shows.  Be on the couch on large screen instead of a small chair on small screen in your computer area.

 

Bottom line, Apple doing the entire TV OS and all would be a good step for them.  With all the ones out there now, it would prob be an improvement to most if not all of the "smart" OS's out there already.  

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post #20 of 212

Somehow, I don't think Tim has time to watch TV.

post #21 of 212
Quote:
Originally Posted by charlituna View Post


It doesn't. But the rumor has been round for so long that everything is proof it is true.
I still say it will be a revamp of the iTunes Store offerings with things like new pricing, better quality with quick adoption of h.265 etc combined with a new STB and perhaps a revamped Cinema Display that could be used as a TV or a computer monitor.

 

Agree.  And while his "hint" doesn't prove anything, it's more than Apple has ever given us on the theory of Apple TV. 

post #22 of 212
Just thinking.... Apple TV as an input to current TV has certain limitations. You have to turn on the TV (duh), and you are focused on that one input. Each TV input stands alone. If Apple makes the TV, it controls all the inputs... then you can get a little creative with UI. Tile all the inputs live, do overlays, integrate all your hardware with your online services in neatly layed out and easy to manouever options. The trick would be controlling/juggling the inputs...
post #23 of 212
Although I just bought a 66-inch plasma less than a year ago, I would welcome a TV with a UI that finally rids me of DirecTV's awful slow interface; using the DTV box reminds me of computer speeds 20 years ago.

Just as with the iPhone, Apple will release it, the world will gasp, and we'll all want one.
post #24 of 212
Quote:
Originally Posted by Rogifan View Post

How does that comment indicate Apple is planning a television set?
It doesn't at all- but it sure sounds better for people to click on the title.

I used to be on board with a full fledge but I'm in the camp of a new Apple TV box now. One that can:
-Run an Internet cable provider like uverse or fios with their own interface.
-Have a built in DVR
-Have Apps
-Be the central hub for things needing the be plugged in (gaming, Blu ray, surround sound, etc- all goes through there).

That in itself would be incredible- and who needs the TV? One box to rule them all.

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post #25 of 212
Shut Up And Take My Money!
post #26 of 212
Quote:
Originally Posted by Nobodyy View Post

You and everyone else don't know what you want. But as soon as you see it, you'll know then.

 

Don't forget that Apple will release it, whatever it is. It will sell like crazy. A year later everyone else has copied it and all the innovation Apple has done on it will be deemed as "obvious" and "stealing". Apple will be the devil when it tries to protect their innovations (whatever they might be) and will be accused of "hindering" innovation ("innovate, don't litigate!). Look for all the Smart TV Implementations to suddenly change direction to include all this "obvious" innovation. Including Google who will do a 180 and reboot their Google TV in about a year to emerge a crappy copy of whatever Apple has done and then they will give the software away to anyone who would want it (including revenue sharing) and then iterate the hell out of it.

 

I would say that it's about a 99% chance of the above.

post #27 of 212
Quote:
Originally Posted by Rogifan View Post

How does that comment indicate Apple is planning a television set?

 

I think it does. Apple choose their words very wisely. Recent history suggest you should pay attention to what they say.

Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
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post #28 of 212
Quote:
Originally Posted by longterm View Post

Although I just bought a 66-inch plasma less than a year ago, I would welcome a TV with a UI that finally rids me of DirecTV's awful slow interface; using the DTV box reminds me of computer speeds 20 years ago.
Just as with the iPhone, Apple will release it, the world will gasp, and we'll all want one.

 

God, you said it.  I have the whole house DVR with DirecTV, sometimes in the bedroom you click on a program and have time to go to the bathroom before it starts.  And let's not even talk about rewind/fast forward.

 

I have no doubt Apple would have a simple UI. I'm more interested in the possibility of unbundled channels.  Jobs said he "cracked the code" so I don't think he meant just the UI.

post #29 of 212
Quote:
Originally Posted by Andysol View Post


It doesn't at all- but it sure sounds better for people to click on the title.
I used to be on board with a full fledge but I'm in the camp of a new Apple TV box now. One that can:
-Run an Internet cable provider like uverse or fios with their own interface.
-Have a built in DVR
-Have Apps
-Be the central hub for things needing the be plugged in (gaming, Blu ray, surround sound, etc- all goes through there).
That in itself would be incredible- and who needs the TV? One box to rule them all.

That makes the most sense to me as well.  The TV itself is not very high margin, so it doesn't really make sense for Apple to try and compete there.  I know I wouldn't pay ~$1500 for a 50" iTV.  Now if they basically upgraded the Apple TV so it had those features, I'd gladly pay $300 or $400 for it.  My feeling is that that's the way they're going to go.

post #30 of 212
I think selling a TV set between $1500 and $2000 Is a little ambitious. The 27 inch is $1000 and that's without any whiz band bang feature. I can see maybe $2500 to $4000 for a really nice TV with DVR, wifi, etc.
post #31 of 212
Quote:
Originally Posted by AppleSauce007 View Post

I have no doubt that Apple is working to take over the living room.
I am looking forward to it.
I hope they work with Loewe on designs...
http://www.loewe.tv/int
Time will tell.

 

Time won't have them work with Loewe. Apple has the best design team on the planet. Besides, I replaced my Loewe AirSpeaker with a second one, which also broke and kept dropping off the network. Managed to convince Apple to give my money back, and this is after 3 months of use. Stay away!

Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
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post #32 of 212
Quote:
Originally Posted by BoxMacCary View Post

This reveal is sooo un-Steve like ....

 

Tim is not Steve. News at 11.

Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
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post #33 of 212
Quote:
Originally Posted by Tracer View Post

Being "Social" is for people that have forgotten how to really live with people.

 

... he says on an Internet forum without a hint of irony. 1biggrin.gif

post #34 of 212
The key is to unhinge the scheduled broadcast beast shackles and let programming free to go to who wants it when they want it at a price that makes everyone happy. The interface is just icing. This is why it has been so difficult.

What it needs to be: Some combination of cloud storage, cable agreements, individual studio deals, partnerships and interface glue that puts all decisions out of mind besides "I want to watch this show I heard about right now and then watch my favorite comedy."

What it will probably be if it happens in 2013: A couple of key deals, some moderate toe-dipping gestures by a studio or two with a couple key missing partners (HBO), a fantastic interface with some great ideas and three or four thorns in the side of the whole system that give everyone pause at the cost (sports, subscription, etc.).
post #35 of 212

I'm wondering if there is something wrong with your setup? I have the same thing in a 2400 sq. ft house and I have no lag time at all. They work great. I just upgraded to the new 5 show recordable DVR, but even my old one was fine. No delay at all. Sounds like some thing might be wrong. Give them a call.

post #36 of 212
Quote:
Originally Posted by allenbf View Post

 

God, you said it.  I have the whole house DVR with DirecTV, sometimes in the bedroom you click on a program and have time to go to the bathroom before it starts.  And let's not even talk about rewind/fast forward.

 

I have no doubt Apple would have a simple UI. I'm more interested in the possibility of unbundled channels.  Jobs said he "cracked the code" so I don't think he meant just the UI.

I'm wondering if there is something wrong with your setup? I have the same thing in a 2400 sq. ft house and I have no lag time at all. They work great. I just upgraded to the new 5 show recordable DVR, but even my old one was fine. No delay at all. Sounds like some thing might be wrong. Give them a call.

post #37 of 212
Quote:
Originally Posted by BoxMacCary View Post

This reveal is sooo un-Steve like ....

 

Steve - start rumors about televisions ?

NEVER !

post #38 of 212
Quote:
Originally Posted by GoonerYoda View Post

Somehow, I don't think Tim has time to watch TV.

 

Sure, that makes perfect sense. 'Our next major market is building a TV', he says to himself, so whatever I do over the next week, I must not sit down to try out the existing TVs on the market. I don't have time to waste like that.

 

This is you demonstrating you know nothing about Apple. He's just like the rest of us. He owns and uses a TV. Be sure of that. And while he may not spend as much time as some watching TV, you can be sure since Apple has been looking into building a TV, they are studying the current models, in fact, the very idea of them making a TV most likely even came about because they are well aware the existing market sucks.


Edited by Ireland - 12/6/12 at 7:39am
Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
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post #39 of 212
Quote:
Originally Posted by Mobius View Post

Tim, Tim, Tim...I think it's time for an upgrade my friend. So wheel out your old set...

 

 

 

Uh, that set looks like it came from the 1950's or early 1960's...that's more than 20 or 30 years ago...exaggerate much?

 

this is a TV set from 1982...30 years ago.

post #40 of 212
Quote:
Originally Posted by AppleInsider View Post

Jobs told biographer Walter Isaacson that he had "finally cracked" the secret to building a television.
"It will have the simplest user interface you could imagine," Jobs said.

 

Quote:
Originally Posted by BoxMacCary View Post

This reveal is sooo un-Steve like ....

 

Yeah, riiiiight.

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