There is a rumor that comes and goes, since always: Apple TV. THE Bloomberg he said today that Ma's engineers have been working on it since 2005, but that the task of designing and designing the product was easy compared to the difficulty that the company is facing in negotiations with content providers.
Apple is competing with Google, Microsoft and Amazon.com to make TVs the hub digital of people's lives, in an industry that is expected to reach $ 200 billion worldwide by 2017. Win whoever is the first to strike deals with media companies or cable providers, who have little incentive to hand over their valuable revenues. The result: Apple will not launch a TV this year, as analysts had predicted, said a person familiar with the company's plans.
According to the vehicle, in the last negotiations the control over the software that determines the interface of the screen was widely discussed. Another point of disagreement would be regarding the distribution of set-top box, since it can be sold directly to consumers or distributed by the content companies themselves.
However, negotiations would be a little more advanced with Time Warner Cable Inc. They speculate that the Cupertino firm may be looking to Time Warner to be its first partner, just as AT&T was in launching the iPhone. Thus, the product would be launched initially only in the United States. If the strategy is successful, it would be easier for Apple to "replicate" it in other countries, with a ready-made case.
"Unlike other distributors, we are not religious in controlling the user interface," said Robert Marcus, director of operations at Time Warner, in a telephone interview. Even not wanting to comment on Apple specifically, the statement already shows a certain inclination to accept some key points of a deal with Ma.
One thing, for me, is not clear in these latest rumors involving a new Apple TV. After all, being a set-top box or a real television? Taking into account the history of Apple, of controlling 100% the user experience, I would say that we are talking about a television. However, an inexpensive black box, which can be easily connected to existing TVs, is extremely practical, with a much greater range than a 50-inch TV, for example.
Maybe Ma is not even preparing two products, in a kind of new family (Apple TV and "Apple HDTV"). While both would share features such as an interface, cloud content recording (DVR), control via iGadgets, even though, among other things, ?Apple HDTV? (or ?iTV? both fictitious names) would bring more features like FaceTime, gesture control, integration with Siri, etc.
But the truth is that, while the content clash is taking place, the design of a new Apple TV / ?iTV? will be kept in Tim Cook's drawer.