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Analyst calls for new Apple TV within months

updated 04:25 pm EDT, Thu August 20, 2009

Piper on future Apple TV

Apple will probably launch a new Apple TV within the next several months, argues Piper Jaffray analyst Gene Munster. In July's Q3 results call, COO Tim Cook stated that Apple would "continue to invest" in the Apple TV. The company could also have strong incentive to build a new set-top, says Munster, if it decides to offer a subscription service for iTunes video.

A proposed scenario would involve unlimited access to TV shows, at a cost of roughly $30 or $40 per month. The package would not only compete with video services from Hulu and Netflix, but in some cases a person's monthly cable bill, valued by Munster at approximately $85. The launch date of such a service would depend heavily on content negotiations, but could also see the simultaneous release of a new Apple TV and/or updated firmware.

Munster meanwhile suggests that Apple is interested in building a full-scale TV set, though its release might not happen for two to five years. The product could incorporate media center and DVR functionality, the latter syncing with other Apple products. Games and interactive TV are described as other possibilities. "Such a device would command a premium among the competitive field of budget TVs," the analyst says.

Evidence for Apple attraction to TVs is believed to lie in patents for DVR technology, as well as a five-year, $500 million agreement with LG for LCD screens. LG is one of the world's largest TV makers, but could also be supplying panels for existing product lines. Apple is strongly rumored to be working on one or more tablet computers.

by MacNN Staff



  1. Constable Odo

    Joined: Dec 1969


    Is Apple trying to turn

    into Sony or is this analyst just blowing smoke through his butt as usual. I'm still waiting for his 45 million iPhone year to come true.

  1. chirpy22

    Joined: Dec 1969


    not sure...

    BUT, Apple seriously needs to update Apple TV. The thing is in desperate need of a huge hard drive. At least 1TB. I don't see how they can think 40 or 160 GB would be enough?!

  1. idanno

    Joined: Dec 1969


    Must Happen

    If they want to keep the product line, they must update.
    Apple TV is going stagnant, it needs a refreshment.
    A larger HD ? sure, better would be the ability to connect a external HD.
    New Itunes and snow leopard means a software update is on the horizon, no doubt.

    But what the apple tv needs to make an impact is a Blu-Ray drive.
    People are replacing and upgrading there DVD players with Blu-Ray in there living rooms,
    and Apple TV is not interesting enough on its own. Put a BRD in it and watch sales sky rocket, and not just hardware sales, but itunes sales, because once they have it, they will use it.

    I will buy a Apple TV, but only with a blu-Ray.

  1. testudo

    Joined: Dec 1969


    Re: Must happen

    Ain't going to happen. Apple will never deliver blu-ray to the Apple TV, for the same reason they never added a DVD player to the device. They want everyone to buy their videos from them, not just using the AppleTV as a glorified DVD player. There's no money in that. Just like there's no money in adding DVR functionality (and all the issues involved in getting that to work).

    And people are kidding themselves if they think the content providers are going to allow unlimited TV for a measly $40 a month. If you watched just 2 hours a day (say 3 shows), you're talking 90 shows, which comes to a measly 55 cents a show, vs. the $2 now.

    It might be profitable for really popular shows that would generate more tuning, but for niche shows, they'd end up losing in the end.

  1. idanno

    Joined: Dec 1969


    Down this road before

    Lets face it, today the apple TV is still basically a flop, sure there are some features that one can sometime use, but nothing compelling enough to go and spend that kind of money, and the same amount again for a BRD.

    Look at the ipod, do you think that it would have had its success if you couldn't rip CD's and play them on the thing.
    If the only source for music on the ipod was the itunes music store, it would have been just a flop like apple TV.

    Apple is not the sole content provider for the ipod, and it is a great success.
    Apple is not the sole content provider for the iphone ( apps and provider ), and it is a great success.
    Even the Mac. relies on the developers to supply content ( apps ) for Apple to be a success.

    Why do you think that a closed system with the Apple TV is going to be a success?
    Apple has been down this road before, and failed. Open the ATV and it will succeed !

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