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Speculation on Apple's Television Set: Range of Sizes, Device Integration, Premium Pricing

Piper Jaffray analyst Gene Munster has long been one of the strongest advocates for an Apple-branded television set, and with increasing claims of just such a product pointing to a launch as soon as the second half of next year, it seems that his persistent confidence in the idea may be panning out.


Keeping in mind that Munster does not have specific knowledge of Apple's ultimate plans for its television sets, he does have ideas about what he thinks Apple will do with the product. Business Insider reports that he shared some of those ideas at a conference this morning, going as far as to recommend that anyone thinking of buying a TV wait until Apple shows its hand. Among Munster's predictions:

- Full-fledged television set. Given that Apple seeks to streamline the user experience and its recognition that users don't really want yet another set-top box, Apple will almost certainly be going for an all-in-one solution. But given that Apple does not currently offer a full suite of television content offerings, most users will likely not be able to cut ties to their cable or satellite providers. Apple's TV will instead serve as an advanced interface that still draws upon the standard signal coming in from a cable box.

- Range of sizes and twice current pricing. Munster believes that Apple will introduce its television in a range of sizes, recognizing that customers have different needs. He also believes that Apple will price its television at approximately twice the prevailing market price of similarly-sized televisions. The price premium would cover the additional hardware and software necessary for integration with the Apple ecosystem while also preserving Apple's high profit margins in a competitive market.

- Simplicity and Apple's ecosystem. Aside from the rumored Siri voice-powered interface, Munster predicts that the Apple television will integrate with iOS devices and Apple's content ecosystem for video, games, and apps, serving as another hub for digital entertainment tied into Apple. The interface will likely include a traditional remote control, but also iPad and iPhone apps for controlling the set's features, as well as Siri voice control that seeks to remove much of the complexity of interacting with television sets. Users will simply be able to input or say "ESPN" to be taken to the sports channel rather than having to look up or remember the channel number.

In line with some of the other predictions and rumors, Munster sees the Apple television set making an introduction late next year, in time for the 2012 holiday shopping season.

Related roundup: Apple TV

Top Rated Comments

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35 months ago
Anyone could have come up with that speculation. It doesn't reveal any information that anyone wouldn't have normally assumed.
Rating: 41 Votes
35 months ago
Twice price.....

:eek:

Seriously!
Rating: 37 Votes
35 months ago

Twice price.....

:eek:

Seriously!


if they double the price i don't see them selling a ton...I know it won't be on par with the TV's, but double...not buying it.
Rating: 34 Votes
35 months ago

They could put the price at 7000$ people would still buy it.


What people? The 1%?
Rating: 33 Votes
35 months ago
Twice the price?

if i can buy a 55" for $1000 + AppleTV2 for $99

then

True Apple Television needs to be $1100 (maybe $100 more for integration).

Apple's competition here is itself.

No one will pay $2000 for a 55" Television. Period.
Rating: 23 Votes
35 months ago
Sigh.

No more sex in the living room. When your wife cries, "Oh God!"... the Religious Broadcasting Network will appear with Pat Robertson scolding you. :eek:
Rating: 21 Votes
35 months ago
I love Apple. But I hope they don't make it too expensive.
Rating: 17 Votes
35 months ago
People replace their cellphones every few years.
People replace their computers every three to six years.
People replace their television every decade or two.

The small :apple:TV box is still the best way to go about the whole idea. It's small, low-cost and works with any television with an HDMI input. And because of its low price, it doesn't really matter if it must be replaced every few years.

I'm not saying an Apple television set is a bad idea, but if it's the only option and they remove the current little :apple:TV box as an option, it'll never catch on as much as it could be. The goal here shouldn't be to replace Sony, Sharp and other television manufacturers. The goal should be to replace all those cable and satellite companies as content providers.
Rating: 16 Votes
35 months ago
They need to strong-arm the TV business into delivering cheap content the "Apple way", just like they did with music.

... Otherwise it's not even worth making the TV. :apple:
Rating: 15 Votes
35 months ago

not really, i'm 23 and i'm on my 3rd tv within 5 years. i switched from 37 lcd to 40 plasma to 42 led recently


You do realize that you are wasting money. Right? LED just refers to the light source. It's a clever marketing term because people confuse them with OLED TVs which cost like three to four times as much.
Rating: 13 Votes

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