Mossberg: Steve Jobs continued work on Apple television set after resignation
Laying years of rumors to rest, veteran technology journalist Walt Mossberg this week confirmed knowledge of Apple's work on a full-fledged television set, saying Steve Jobs phoned him to discuss the project shortly before his death in 2011.
Mossberg received a call from Jobs on Aug. 24, 2011, the same day Apple announced his departure from the company after a years-long fight with pancreatic cancer, reports Recode. Incidentally, it just so happened that Mossberg was penning a feature on Jobs' legacy.
"I'm writing this thing. And the phone rings. And it's him," Mossberg said. "I think he wanted to talk to me because he was feeling a little sentimental. And also because he wanted me to know that he wasn't going away."
Apple had issued a press release earlier that day announcing Jobs' resignation. In the brief, Jobs said he was no longer fit to serve as the company's CEO and as such would hand the reins over to Tim Cook. He did, however, retain his position as Chairman of the Board, director and Apple employee.
"He was going to still be involved. Their press release made some vague nod toward that. But he wanted me to know that he was going to be involved in big strategic things, and also that he was going to reserve one particular thing for himself," Mossberg said. "I said, 'well, what's that?' He said, 'Well, it's television...I think we figured out a way to do it, and it's going to be fantastic. I want you to come out, in a few months, and I want to show it to you.'"
Jobs died two months later. Mossberg never got the chance to see Apple's TV, but he believes Jobs was hinting at a full-fledged television set, the report said.
"If you would have asked me five minutes after we hung up, I would have said he was going to reinvent the whole TV set," Mossberg said. "It would be Apple-esque, meaning it was high quality, and very easy to use. But he was thinking about more than hardware -- that was clear, too."
Rumors of an integrated Apple television date back to 2007 when the company was said to be committing research and development resources toward "large screen technologies." A number of similar claims followed. In 2008, serial entrepreneur Jason Calacanis said he knew "first-hand" that Apple was working on an Internet-connected television. Analyst Gene Munster put a timeline on Apple's production plans in 2010, predicting an entry in the $2,000 price range by 2014.
Perhaps most notable, however, is an excerpt from Walter Isaacson official Jobs biography in which the late tech guru said he "finally cracked" the code to simple television.
Apple weighed its options and ultimately took a different tack and positioned itself as a player in the set-top streaming business with Apple TV. The latest version features Siri integration and the specialized tvOS operating system with standalone App Store.
Artifacts from Jobs' contributions to the project might still be integrated into the Apple TV line, as Apple is said to be developing a universal digital viewing guide for streaming content providers. Described as a TV guide for apps, the feature would go a long way toward simplifying the over-the-top viewing experience.
Mossberg received a call from Jobs on Aug. 24, 2011, the same day Apple announced his departure from the company after a years-long fight with pancreatic cancer, reports Recode. Incidentally, it just so happened that Mossberg was penning a feature on Jobs' legacy.
"I'm writing this thing. And the phone rings. And it's him," Mossberg said. "I think he wanted to talk to me because he was feeling a little sentimental. And also because he wanted me to know that he wasn't going away."
Apple had issued a press release earlier that day announcing Jobs' resignation. In the brief, Jobs said he was no longer fit to serve as the company's CEO and as such would hand the reins over to Tim Cook. He did, however, retain his position as Chairman of the Board, director and Apple employee.
"He was going to still be involved. Their press release made some vague nod toward that. But he wanted me to know that he was going to be involved in big strategic things, and also that he was going to reserve one particular thing for himself," Mossberg said. "I said, 'well, what's that?' He said, 'Well, it's television...I think we figured out a way to do it, and it's going to be fantastic. I want you to come out, in a few months, and I want to show it to you.'"
Jobs died two months later. Mossberg never got the chance to see Apple's TV, but he believes Jobs was hinting at a full-fledged television set, the report said.
"If you would have asked me five minutes after we hung up, I would have said he was going to reinvent the whole TV set," Mossberg said. "It would be Apple-esque, meaning it was high quality, and very easy to use. But he was thinking about more than hardware -- that was clear, too."
Rumors of an integrated Apple television date back to 2007 when the company was said to be committing research and development resources toward "large screen technologies." A number of similar claims followed. In 2008, serial entrepreneur Jason Calacanis said he knew "first-hand" that Apple was working on an Internet-connected television. Analyst Gene Munster put a timeline on Apple's production plans in 2010, predicting an entry in the $2,000 price range by 2014.
Perhaps most notable, however, is an excerpt from Walter Isaacson official Jobs biography in which the late tech guru said he "finally cracked" the code to simple television.
Apple weighed its options and ultimately took a different tack and positioned itself as a player in the set-top streaming business with Apple TV. The latest version features Siri integration and the specialized tvOS operating system with standalone App Store.
Artifacts from Jobs' contributions to the project might still be integrated into the Apple TV line, as Apple is said to be developing a universal digital viewing guide for streaming content providers. Described as a TV guide for apps, the feature would go a long way toward simplifying the over-the-top viewing experience.
Comments
Still took Apple another 4 years to release the latest Apple TV and it failed to have 4K capability.
There are too many variables to be certain of anything, but I have to think it's based on logistics and SW, not the HW. Specifically, making the proper deal with content providers, which may or may not have been possible. For example, one possibility is getting deals with cable companies, which doesn't seem like it's going to happen.
I'm still rocking the 3rd gen model. I have no reason to update until 4K is available, which I don't think will happen until they can add an H.265 decoder, which I don't think will happen until the iTS is ready for HEVC content, which seems to depend on licensing.
The rest of the sentence reads:
"...I finally cracked it. It will a little bit taller than the current Apple TV, a remote in which you speak into and tell it what you want to watch. At first you'll have to type by swiping, but then we'll release an external TV Keyboard, much better than the WebTV one. At first it'll be difficult to tell whether the remote is upside-down or downside-up, but we'll figure that out later."
I don't care what network or cable provider is dumping out the content I want to see.
I don't care if CBS or USA Network or Toys 'R Us produces Mr. Robot.
I just want to watch tonight's episode of Mr. Robot.
This is terrible news for CBS, USA Network, and any of the old-school networks and providers.
Their carefully polished brands mean nothing now. Their silos are about to be shattered.
Note: sooner than we think, we'll start to see this kind of direct access to content happen in mobile devices.
Poking at icons on your mobile device screen will be how your grandfather accessed information.
The OS will act more as a platform for data plug-ins than as a GUI app platform.
Think "Her" (2013). Just my silly wild-ass-guess here.
It's just a hunch.
In any event, you read it, didn't you? (As did @soli). ;
Doesn't have 4K because Apple doesn't seem the least bit interested in future proofing any of their products.