Midmarket: Apple Television Poses Serious Challenge to Google TV, Munster Asserts
Apple TV Now
Apple refreshed its current Apple TV service last September, launching a $99 hockey-puck style box with basic Netflix streaming. While it sold better than the initial iteration of the product, it's still a hobbyist toy. Apple hasn't killed it, so it might as well improve on it. Read on to find out how.
Every few months, media and analysts revitalize one of the longest-running rumors and debates about Apple: that the company will launch a full, Web-enabled Apple television to compete with Google TV, Roku, Boxee and other Web TV services on the market. The rumor was reincarnated June 21 with this report from DailyTech. Citing an anonymous Apple executive, the blog said Apple will enter the TV business to "blow Netflix and all those other guys away" by bundling the basic Apple TV service and the iTunes music service inside full-sized television sets. Apple will tap a major TV set maker, such as Samsung, for the hardware. That Apple would select Samsung at all given the current acrimonious patent infringement lawsuits over smartphone technology is almost too incredible to believe. However, the notion that Apple would sell a TV set that essentially duplicates the iOS experience and Apple App Store ecosystem to larger screens in millions of peoples' living rooms seems like the next obvious target for expansion. Such a move would enable Apple to put a hurting on Google's fledgling Google TV service, which is struggling to become a serious force in the digital entertainment sphere. In reaction to the DailyTech blog post, Piper Jaffray analyst Gene Munster put forth his latest argument-and his position goes back half a decade now-that Apple will indeed launch a full TV set in 2012. eWEEK runs through Munster's reasons and adds commentary to each in this slide show.