Competitors Already 'Scrambling' to React to Apple's TV Plans

AllThingsD reports on a new research note from Jeffries analyst Peter Misek suggesting that manufacturers are already "scrambling" to react to claims that Apple is preparing to enter the television set market. And rather than innovating on their own, competitors are reportedly focused on trying to identify what Apple will do to revolutionize the industry.

“Based on our discussions, interestingly other TV manufacturers have begun a scrambling search to identify what iTV will be and do,” says Misek. “They hope to avoid the fate of other industries and manufacturers who were caught flat footed by Apple.”

Misek notes that Sharp appears to be retooling an LCD production line to suit Apple's needs, with mass production on the line reportedly targeted for February 2012. Such a development could put a product release sometime in the middle of the year. Previous rumors had claimed that Apple could announce its television set by late 2012 and launch the product by early 2013.

Whatever Apple's plans are, Misek suggests that competitors will almost certainly be six to twelve months behind with their own offerings, giving Apple a significant advantage in the marketplace if it truly does offer a revolutionary new product.

apple tv favorite tv shows
Sony has been the most visible company seeking to head off Apple's potential blockbuster entrance into the market, working to develop a "four screen" strategy across TVs, computers, tablets, and phones and investigating Web-based television services that would enable consumers to bypass traditional cable companies.

Apple has dabbled in television with its Apple TV set-top box and TV content available through the iTunes Store, but the company's ultimate plans are said to be much more ambitious, involving actual television sets incorporating Siri functionality that premiered in the iPhone 4S. The company has also reportedly developed a "new technology" for delivering content to TV sets and has expressed interest in offering "best of TV" bundles of shows, although content providers have yet to agree to such a plan.

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Caution)

Top Rated Comments

southernpaws Avatar
161 months ago
Apple has the most affordable ultrabook, a phone that is occasionally cheaper than some of their competitors, and the tablet that brought the industry to its knees trying to match the price.

The idea of an "apple tax" is quickly becoming a myth.
Score: 22 Votes (Like | Disagree)
Small White Car Avatar
161 months ago
Let's all bookmark this article for the next time someone says "Apple should stop being so secret and just tell us all their future plans. It'll raise sales since we'll all be excited longer!"
Score: 15 Votes (Like | Disagree)
Thunderhawks Avatar
161 months ago
I don't want to have to talk to my TV.

That would get irritating

Better than the wife, at least you can mute your TV!
Score: 12 Votes (Like | Disagree)
MovieCutter Avatar
161 months ago
And this is why I love Apple. They drive competition like no other company. I've got a Samsung 55" 3DTV and if it weren't for these rumors, the next TV I buy would still have a crappy interface...

If it weren't for Apple, we'd likely still have phones on the market with physical buttons and 2" screens.
Score: 12 Votes (Like | Disagree)
ed724 Avatar
161 months ago
Wow, and you thought the cell phone law suites were numerous. Wait until this cesspool cover gets removed !!!!!!!!
Score: 11 Votes (Like | Disagree)
dethmaShine Avatar
161 months ago
iTunes Ecosystem wasn't built in a day.

It took years for Apple to sell iPods, iPhones, iPads and other devices to create a stage for iTunes. The logic applies the other way too. iTunes helped apple to create a stage to sell iDevices other apple products.

I have been using iTunes to buy music for the past 2 weeks and its unbelievably awesome. I am a collector person; I like buying vinyls, CDs, DVDs but I guess even I have to change with the world changing so fast.
iTunes is so awesomely integrated with all Apple devices and its so easy to buy and transfer music. It's just so seamless. And a lot of music is cheap too. :)

AppleTV is there and is coming sooner than we all thought and its going to change the way people see and listen to music, videos, movies, TV shows etc.
Other companies cannot just dream about all of this in a single day. Apple has everything in its playground. They just need to show it to us. These other companies don't even have a playground; they're just dreaming about it.

We will see where Apple stands.
Score: 10 Votes (Like | Disagree)

Popular Stories

iPhone 16 Camera Lozenge 2 Perspective Gray

Five Key Upgrades Coming to iPhone 16

Friday March 15, 2024 1:45 pm PDT by
The iPhone is Apple's top-selling product, and it gets an update every year. In 2024, we're expecting the iPhone 16 and iPhone 16 Pro lineup, with an arguably more interesting feature set than we got with the iPhone 15 and iPhone 15 Pro. Subscribe to the MacRumors YouTube channel for more videos. Capture Button All four iPhone 16 models are set to get a whole new button, which will be...
When To Expect New iPads Feature 1

Apple to Announce New iPads on March 26, Rumors Claim

Monday March 18, 2024 4:02 am PDT by
Apple is widely expected to release new iPad Air and OLED iPad Pro models in the next few weeks. According to new rumors coming out of Asia, the company will announce its new iPads on Tuesday, March 26. Chinese leaker Instant Digital on Weibo this morning 日发布%23">claimed that the date will see some sort of announcement from Apple related to new iPads, but stopped short of calling it an...
airpods 3 orange

Two New AirPods 4 Models Expected to Launch in September or October

Sunday March 17, 2024 7:56 am PDT by
Apple suppliers will begin production of two new fourth-generation AirPods models in May, according to Bloomberg's Mark Gurman. Based on this production timeframe, he expects the headphones to be released in September or October. Gurman expects both fourth-generation AirPods models to feature a new design with better fit, improved sound quality, and an updated charging case with a USB-C...
iphone se 4 modified flag edges

iPhone SE 4 Expected to Depreciate Heavily

Tuesday March 12, 2024 9:04 am PDT by
Resale value trends suggest the iPhone SE 4 may not hold its value as well as Apple's flagship models, according to SellCell. According to the report, Apple's iPhone SE models have historically depreciated much more rapidly than the company's more premium offerings. The third-generation iPhone SE, which launched in March 2022, experienced a significant drop in resale value, losing 42.6%...
M3 iPad Feature 3

New iPads Likely to Begin Shipping in April

Monday March 18, 2024 9:52 am PDT by
Apple's new iPad Pro models with OLED displays will likely begin shipping to customers in April, according to information shared today by Ross Young, CEO of display industry research firm Display Supply Chain Consultants. Bloomberg's Mark Gurman also said the new iPad Pro models might not ship until "deeper" into April in his Power On newsletter on Sunday:I've repeatedly said that new...
General iOS 17 Feature Orange Purple

iOS 17.4.1 Update for iPhone is Imminent

Monday March 18, 2024 5:27 am PDT by
iOS 17.4.1 and iPadOS 17.4.1 should be released within the next few days, with a build number of 21E235, according to a source with a proven track record. MacRumors previously reported that Apple was internally testing iOS 17.4.1. As a minor update for the iPhone, it will likely address software bugs and/or security vulnerabilities. It is unclear if the update will include any other changes. ...
Reasons to Not Upgrade to macOS Sonoma 14

macOS Sonoma 14.4: Reasons Not to Update

Monday March 18, 2024 9:36 am PDT by
Since Apple unveiled macOS Sonoma 14.4 on March 7, the transition to the latest software update has not been entirely smooth for everyone, and a number of issues have been reported by users that significantly impact their daily workflow. This article lists the most prominent challenges users have faced since updating to macOS Sonoma 14.4, and offers potential solutions where available. USB...