Written By: Megan McClain
Apple is hoping its legion of fan boys in the tech world translates from tablets and laptops to your television screen, judging by Apple CEO Tim Cook's recent talks with Comcast CEO Brian Roberts and Time Warner Cable CEO Glenn Britt. While nothing has been confirmed by Apple, rumors are swirling more strongly than ever that the company's iconic logo could soon be engraved on high-definition TV sets.
While there are no official confirmations from Apple, the company's upcoming product release has many suggesting a TV is on the way.
Apple TV screens coming soon?
Apple's only TV-related offering is the $99 Apple TV device that runs through a Wi-Fi connection in the home and offers sports, Netflix, Hulu, YouTube, and other entertainment services through the television. But the company has a long history of denying that it is working on new technologies, including the company’s handheld offerings. For example, in 2005, Steve Jobs announced an iPod with video capabilities — something he had denied, questioning demand.
One of the the rumors surrounding the ‘iTV,’ as it has been dubbed by news services, is that it will be controlled by motion-sensing technology. Apple was granted a 2009 patent allowing for a “magic wand” that would offer motion sensor controls and is a possible tie-in with the fingerprint-scanning technology being rumored with the iPhone 5S.
Apple CEO Tim Cook mentioned at the May AllThingsD conference that Apple has a 'grand vision' for the company’s foray into television, although he did not admit to specific plans for a future in television entertainment for Apple.
Apple TV could connect with cable
Last year, reports surfaced that Apple was in talks with cable executives, hoping to release a television service that allowed customers to skip commercials. The service, which could be available for a membership fee, would allow customers to pay back the cable companies for the commercials skipped. Skipping commercials, a favorite sport for those who own a DVR in their home, has also been available through DVR sets such as DISH Network’s Hopper.
A television service that skips the commercials is sure to be a hard sell to cable companies who have had a long history of saying 'no thank you' to Apple’s attempts to branch into television. However, a deal linking cable with Apple TV means customers who want to connect their entertainment applications and cable television will have to add a cable TV app to the screen and specific cable service to the home. This adds potential cancellation fees from other services and customers having to wait for the cable technician instead of a quick app download.
Adding the services from a cable company such as Time Warner and others to the Apple TV service would allow cable providers to compete with online streaming and give consumers even more access to what they want. Integrating the services would allow users to interface with Time Warner’s viewing options in a simpler interface. Currently, on-demand content is available through cable services, but content is limited. Navigating the system can be tedious working with a standard television remote. Using a game system or other device to stream on-demand content such as Netflix on your television is also a laborious process for those used to Apple’s quick and simple accessibility.
If Apple can finally get the deal sweet enough to enlist cable executives by making sure they don’t lose revenue to skipped advertisements, a possible foray into television would instantly dominate how consumers stream content and view television in their homes.
A deal between Time Warner and Apple may just be the thing to streamline media flow for smartphone and tablet fans, especially those who already use Apple TV. Its Airplay option allows the TV to play content that is currently streaming on a handheld device in high-definition or interacts with games via the device.
It's not clear whether the agreement will allow for third-party apps such as HBO Go and Amazon Prime (which currently isn't available to use with Airplay) to be available on an Apple television.
Adoption of smart TVs into homes is currently more common than separate streaming devices, meaning the global market may be ready for a smart TV from Apple. However, will consumers be ready to sign up for a certain cable company just to be able to access their favorite television at the tap of an app button? The world may soon find out.
Author Bio: A former reporter, photographer and substitute teacher, Megan McClain married her high school sweetheart is now mother to a three year old and a chihuahua. She loves writing and her camera, even though most of her life is captured through her iPhone.