Apple TV could be renamed iTV, according to an unnamed source quoted by tech blog Engadget, and feature the ability to run apps. Although Apple Chief Operating Officer Tim Cook once referred to Apple TV as the company's "hobby," the rise of Google TV could goad Apple into devoting more resources to the segment.
Apple TV will soon be renamed iTV, according to the latest
rumors circulating online, and leverage a new iTunes streaming service for
rumors come courtesy of Engadget
which claims a trusted but unnamed source
in the matter. That source also suggested that, thanks to an
with Apple's proprietary A4 processor, the next version of the
box "won't be capable of handling (or enabled to handle) 1080i or 1080p
video ... it will only push out 720p clips." The new device
will apparently have the ability to run apps, although it was unclear
there would be any synergy with Apple's current mobile-device
Rumors of an update for Apple TV, which can feed a variety
of digital content to televisions, have been circulating for some time. In May,
editor Joshua Topolsky claimed that the upcoming version of Apple TV would run
, leverage the A4 processor, and cost $99. In addition, he claimed at
the time, the device would feature 16GB of flash storage and "be capable of
full 1080p HD."
If those specs eventually prove accurate, then iTV will
represent a radical departure from the current Apple TV, which offers 160GB of
storage and costs $229. Apple TV relies on iTunes for HD movies, TV shows and
music, but can also display YouTube videos and images from iPhoto and Flickr.
Chief Operating Officer Tim Cook famously referred to Apple TV as the company's "hobby
a Goldman Sachs technology conference in February. "The reason that we call it
a hobby," he told the audience, "If you look at the other businesses we're in,
these businesses are all in huge markets. The unit [volume] in these things is
huge. Apple TV is in a market that's very small."
Nonetheless, Apple TV has also experienced some
year-over-year growth; on top of that, keeping the device in circulation would
allow Apple to challenge Google, whose own plans in the segment revolve around
the newly announced Google TV.
Originally announced May 20 at Google I/O, Google TV will funnel
search, video, Twitter and a number of Web applications through a set-top box.
Additionally, the service will also leverage a version of the Google Chrome Web
browser and support both Google applications and Google ads. Users would be
able to navigate via a special remote control from Logitech or an Android 2.1
or higher smartphone.
"Hobby" or not, if Apple TV-or iTV-and Google TV gain
traction with audiences, it could herald yet more competition between the two