updated 11:56 am EDT, Thu May 3, 2012
Another Apple TV box may arrive before full TV
Despite rumors of an Apple television set launching this year, JP Morgan analyst Mark Moskowitz has cast doubt on the imminent timing. The investment bank has reportedly failed to find any evidence of a "TV-related product launch" in the near future, though Moskowitz does admit that Apple may "radically alter the TV landscape" if the reports surrounding an HDTV prove accurate.
"We are not sure that the Apple premium could prevail in the TV market, unless there is a radical change of the user interface, integration of the TV programming and data content, and use of gesture or voice control," the analyst wrote in an investor note quoted by Apple Insider.
Other analysts have suggested the rumored devices may already be under production and slated for a mid-2012 launch, potentially alongside new content offerings. If true, the televisions will serve to compete directly with Google TV offerings from competitors such as Samsung and LG.
Moskowitz argues that Apple may not need to offer "enhanced-content offerings" to be "successful in the living room," as the company instead can rely on "tight integration of hardware and software, industrial design, and ease of use."
The analyst also allows for the possibility that Apple may offer an intermediary device, such as a "set top box module" that is closer to the current Apple TV, before launching a "full-fledged" television in 2013 or 2014.