Apple Looking to Launch Siri-Enabled Television Set by 2013

Apple is definitely building a television set, according to Nick Bilton of the New York Times. The TV, which will include extensive voice control courtesy of Siri, could be announced as soon as late 2012 with a consumer release in 2013. Bilton quotes anonymous sources saying that an Apple television is a "guaranteed product for Apple" because "Steve thinks the industry is totally broken", which is echoed by passages in Steve Jobs' biography.

bits applesiri blog480
Bilton says the project has been in the works for years, perhaps as far back as 2007 (the year the iPhone launched and the company launched the Apple TV set-top box. As far as controlling the new set:

It’s the stuff of science fiction. You sit on your couch and rather than fumble with several remotes or use hand gestures, you simply talk: “Put on the last episode of Gossip Girl.” “Play the local news headlines.” “Play some Coldplay music videos.” Siri does the rest.

Of course this experience goes beyond just playing TV shows or the local news. As the line between television programming and Web content continues to erode, a Siri-powered television would become more necessary. You aren’t going to want to flip through file folders or baskets of content, checking off what you want. Telling Siri to “play videos of cute cats falling asleep” would return an endless YouTube stream of adorable napping fur balls.

Bilton firmly believes the television is coming, but says the company "still has quite a bit of work to do on the project", citing the physical design of the TV in particular. He also cites the expense of the display itself, though those prices are falling rapidly.

In a bid to set aside the speculation about if an Apple television is in the works, the piece finishes simply, "it is coming though. It’s not a matter of if, it’s a matter of when."

Apple television mockup courtesy Nick Bilton/New York Times

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Don't Buy)

Popular Stories

iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Coming Soon With These 14 New Features

Friday July 4, 2025 1:05 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are just over two months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models. Latest Rumors These rumors surfaced in June and July:Apple logo repositioned: Apple's logo may have a lower position on the back of the iPhone 17 Pro models, compared to previous...
iphone 16 pro models 1

Here's How the iPhone 17 Pro Max Will Compare to the iPhone 17 Pro

Saturday July 5, 2025 1:00 pm PDT by
Apple should unveil the iPhone 17 series in September, and there might be one bigger difference between the Pro and Pro Max models this year. As always, the Pro Max model will be larger than the Pro model:iPhone 17 Pro: 6.3-inch display iPhone 17 Pro Max: 6.9-inch displayGiven the Pro Max is physically larger than the Pro, it has more internal space, allowing for a larger battery and...
iPhone Car Key Kia

Here's Which Vehicles Offer iPhone Car Keys

Sunday July 6, 2025 3:03 pm PDT by
In 2020, Apple added a digital car key feature to its Wallet app, allowing users to lock, unlock, and start a compatible vehicle with an iPhone or Apple Watch. The feature is currently offered by select automakers, including Audi, BMW, Hyundai, Kia, Genesis, Mercedes-Benz, Volvo, and a handful of others, and it is set to expand further. Apple has a web page with a list of vehicle models that ...
imac video apple feature

Apple Launching These 15+ Products Later This Year

Sunday July 6, 2025 8:05 am PDT by
The calendar has turned to July, meaning that 2025 is now more than half over. And while the summer months are often quiet for Apple, the company still has more than a dozen products coming later this year, according to rumors. Below, we have outlined at least 15 new Apple products that are expected to launch later this year, along with key rumored features for each. iPhone 17 Series iPho...
iOS 26 Feature

Everything New in iOS 26 Beta 3

Monday July 7, 2025 1:20 pm PDT by
Apple is continuing to refine and update iOS 26, and beta three features smaller changes than we saw in beta 2, plus further tweaks to the Liquid Glass design. Apple is gearing up for the next phase of beta testing, and the company has promised that a public beta is set to come out in July. Transparency In some apps like Apple Music, Podcasts, and the App Store, Apple has toned down the...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro to Reverse iPhone X Design Decision

Monday July 7, 2025 9:46 am PDT by
Since the iPhone X in 2017, all of Apple's highest-end iPhone models have featured either stainless steel or titanium frames, but it has now been rumored that this design decision will be coming to an end with the iPhone 17 Pro models later this year. In a post on Chinese social media platform Weibo today, the account Instant Digital said that the iPhone 17 Pro models will have an aluminum...
iphone 17 pro render majin bu

New iPhone 17 Pro Renders Highlight Apple Logo and MagSafe Design Changes

Sunday July 6, 2025 8:43 pm PDT by
New renders today provide the best look yet relocated Apple logo and redesigned MagSafe magnet array of the iPhone 17 Pro and iPhone 17 Pro Max. Image via Majin Bu. Several of the design changes coming to the iPhone 17 Pro model have been rumored for some time, such as the elongated camera bump that spans the full width of the device, with the LiDAR Scanner and flash moving to the right side. ...
Prime Day 25 Feature Warm Triad

The Best Early Prime Day Deals on Apple Products

Saturday July 5, 2025 7:22 am PDT by
Amazon is soon to be back with its annual summertime Prime Day event, lasting for four days from July 8-11, the longest Prime Day yet. As it does every year, Prime Day offers shoppers a huge selection of deals across Amazon's storefront, and there are already many deals you can get on sale ahead of the event. Note: MacRumors is an affiliate partner with Amazon. When you click a link and make a ...
airpods pro 2

AirPods Pro 3 to Help Maintain Apple's Place in Earbud Market Amid Increasing Low-Cost Competition

Thursday July 3, 2025 7:25 am PDT by
Apple's position as the dominant force in the global true wireless stereo (TWS) earbud market is expected to continue through 2025, according to Counterpoint Research. The forecast outlines a 3% year-over-year increase in global TWS unit shipments for 2025, signaling a transition from rapid growth to a more mature phase for the category. While Apple is set to remain the leading brand by...

Top Rated Comments

netnothing Avatar
179 months ago
"Siri, show me something on TV that doesn't suck"

(TV explodes)

-Kevin
Score: 51 Votes (Like | Disagree)
Scott90 Avatar
179 months ago
Shouting "SHOW ME PORN" through open windows at houses where they have an Apple television will then become my new hobby.
Score: 34 Votes (Like | Disagree)
4look4rd Avatar
179 months ago
Sounds pretty cool, but you would need a bluetooth headset for it to work I would think.

Just the addition of a mic on the remote control would work better than a clumsy headset :p
Score: 30 Votes (Like | Disagree)
diamond.g Avatar
179 months ago
Hope they add it user recognition. It would suck to have my child interrupt my channel changing experience...
Score: 25 Votes (Like | Disagree)
PeterQVenkman Avatar
179 months ago
Sounds pretty cool, but you would need a bluetooth headset for it to work I would think.
Microphone in the TV. I talk to my Xbox using kinect, no headset. It's doable.


Just the addition of a mic on the remote control would work better than a clumsy headset :p
Excellent idea.
Score: 19 Votes (Like | Disagree)
tomvcs Avatar
179 months ago
"tv on, pornography"
Score: 17 Votes (Like | Disagree)