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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.


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

Top Rated Comments

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32 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.
Rating: 24 Positives
32 months ago
Business as usual from the also-rans.

Steve Jobs mentions something about doing a TV and then everyone suddenly claims to be working on it already.

Look to Apple, try to follow as closely as possible, rinse, repeat.
Rating: 19 Positives
32 months ago
There are no "significant advantages" in the television domain because nobody has them and Apple won't either.

To be the "best" television out there it would need to be cheap, having multiple streaming services, have a sleek design and most importantly have the best picture quality.

Right now every manufacturer fails or excels in a couple of areas and Apple will be the same. I don't care if a television can read my mind to change channels if the image quality has poor black levels, uniformity and small screen size it has no interest for me and a lot of people.

An Apple brand will not pull videophiles away from their equipment and an Apple price will not pull budget consumers away from their Vizios.
Rating: 19 Positives
32 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!"
Rating: 18 Positives
32 months ago

If it weren't for Apple, we'd likely still have phones on the market with physical buttons and 2" screens.


Those things can't be said with a straight face
Rating: 16 Positives
32 months ago
It sucks that Sharp makes lousy panels and Plasmas are better than LCDs, although I am interested to see what Apple does here.

TVs are so cheap now that I don't see why people would want to pay an Apple tax for a lousy Sharp television.
Rating: 14 Positives
32 months ago
I love this. Jobs, not Apple, says he's got an idea for a TV; The industry "scrambles" to catch up and in reality there's no product to speak of. For all we know, there's no R&D either.

The Jobs Effect will exist forever. :p
Rating: 14 Positives
32 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.
Rating: 13 Positives
32 months ago
Wow, and you thought the cell phone law suites were numerous. Wait until this cesspool cover gets removed !!!!!!!!
Rating: 13 Positives
32 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!
Rating: 13 Positives

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