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Samsung insists Apple's 'cracked it' TV is nothing new

updated 02:55 pm EST, Thu January 12, 2012

Samsung Australia denies Apple TV set a threat

The late Steve Jobs' claims that he had "cracked" the TV strategy didn't represent anything new, Samsung's Australian audiovisual director Philip Newton claimed in an interview Thursday. The division leader unusually interpreted Jobs' statements for the Sydney Morning Herald as having referred to "connectivity," not really interface, and so wasn't new. He also equated having a feature at all with having beaten Apple to it, contending that the Samsung 2012 TV lineup was as good because it already had voice and touch.

"It's old news as far as the traditional players are concerned and we have broadened that with... things like voice control and touch control; the remote control for these TVs has a touch pad," Newton said.

He further doubted that anything Apple could make would surprise Samsung, which had a product roadmap out to 2014 and was the market leader for TVs.

The remarks appear to have mostly misinterpreted Jobs' remarks and suggest that Samsung might not fully anticipate Apple's strategy. iCloud integration was only a part of what Jobs mentioned, and rumors have maintained that the "simplest interface you can imagine" alluded to by the Apple co-founder was a reference to Siri voice control. Samsung's 2012 TVs use limited voice commands with specific syntax, not Siri's natural language.

Statements that Samsung wouldn't be caught be surprise could also be considered ironic. The company was caught off-guard by the iPad 2 after making a bad assumption that Apple would take much longer to update its tablet. Within five weeks of showing its original, thicker Galaxy Tab 10.1 design at Mobile World Congress, Samsung had a much slimmer redesign that showed it hadn't anticipated Apple's refresh at all and instead followed the iPad's lead.

by MacNN Staff



  1. Paul Huang

    Joined: Dec 1969


    I am a robot


    Leave it to the copycats in Korea.

  1. pairof9s

    Joined: Dec 1969


    Oh wow...

    This guy is obviously hoping to join the illustrious Egg In Face Prognosticators Hall of Fame...those who arrogantly stated that an Apple initiative would fail only to be proven terribly wrong. Michael Dell, Steve Ballmer, Bill Gates, Creative, Acer, Sony, etc. are but a few of those in it.

    I'm not going to say Apple will succeed and/or this guy is completely wrong (that would be too ironic), but I'd only point out how interesting it is for people, who have know clue as to the full extent of Apple's plans, to speak so confidently about its flaws.


  1. moofpup

    Joined: Dec 1969


    How the h*** would he know?

    This is classic "sour grapes".

  1. dashiel

    Joined: Dec 1969


    It’s not Siri either…

    Unless I am very much mistaken, no one is getting this right. Siri, gestures, iCloud all that is superfluous to “cracking” television. Jobs was very explicit a few years ago on the problem with television and it basically boils down to the Cable/Satellite operators, while they are in the picture these “Smart” televisions – be they integrated or an add-on box – will fail.

    Competitors assume Apple is all about slick marketing, great industrial design and simple interface, but what Apple excels at is being disruptive. The iMac brought GUIs to the public, the iPod saved the music industry and reinvented personal music; the iPhone, sadly to less of an extent thanks to Android’s capitulation, took control away from the carriers and the iPad is redefining personal computing. Anyone who thinks Apple is simply going to bolt on some whizzy interface to some Jonny Ive magic doesn’t understand Apple.

  1. Bobfozz

    Joined: Dec 1969


    You posters indeed are correct...

    I think what is galling is that many of these "prognosticators" don't get fired for not only being way wrong, but not really understanding Apple. There are readers here who seem to know a lot more than these "witchdoctors." The Apple people add all that cool stuff, but being DISRUPTIVE is the biggie. If it hadn't been for the iPhone, Samsung and others who claim they ARE getting it (bogus) wouldn't even be where theya re now. Nope, Siri will help and they don't have that (by the way, is Siri available in foreign tongues?) but the real shake up is yet to come. I wouldn't be surprised if Apple was working on holograms, a realistic 3D in addition, and no doubt OTHER projects. It must pain the copycats like Samsung who hold a TON of patents for basically, c***. I bought one of their early TVs, totally thumbs down. I got it because I had no money and it was the cheapest.

  1. kimgh

    Joined: Dec 1969



    The fear on the part of traditional TV makers like Sony and Samsung seems palpable, and this quote is but one example. CES is currently providing many more examples.

  1. Paul Huang

    Joined: Dec 1969


    square tires

    This is like:

    For years, everyone have been perfectly content driving around in vehicles with square tires/polygon tires and feeling good, getting o***** and arthritis while driving around town. Suddenly someone comes along with a perfectly round tire and changed the game.

    I'd say the iPhone is the round tire in the 'smart phone' arena.

  1. ElectroTech

    Joined: Dec 1969


    It's about the content.

    They still don't get it. TV is about the content silly. We want access to the programs we want, when we want them and without caring about what the source is. We want a simple interface and don't want to talk to our TVs.

  1. Paul Huang

    Joined: Dec 1969


    TV is about more than contents

    Just look at some of the P155 POOR user interface produced by Samsung over the years and you will know why TV sets drive users nuts. There is not a single TV set that allows users to easily setup. I still see a trace of bad design from Sumsung's junk phones. UI elements run like ticker tapes or move around for no reason. I am sure they have the copy machines fired up already.

    Heck, if Samsung made a copy machine, I'd be the first one to buy it, because it'd have to be absolutely the best in the world.

  1. SockRolid

    Joined: Dec 1969


    2001: A Space Odyssey

    Re: "Samsung's 2012 TVs use limited voice commands with specific syntax, not Siri's natural language."

    Keyword recognition is the most primitive form of voice command recognition. Think voice dialing.

    Maybe Samsung execs can attempt to use "2001: A Space Odyssey" as prior art. Again. As in "Stanley Kubrick showed voice recognition in the HAL 9000 interface. Apple isn't doing anything new here."

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