Sony Seeking to Beat Apple in Revolutionizing Television

howard stringerMuch has been made of Steve Jobs' revelation in his authorized biography about having "cracked" how to develop a revolutionary interface for an integrated television set, a disclosure that has led to claims of Apple working to launch a Siri-enabled television set by 2013.

The Wall Street Journal takes a look at how seriously Sony is taking the Apple threat, sharing comments from Sony CEO Howard Stringer about the strategies the company is seeking to employ, beginning with a "platform" spanning all the way from mobile devices to television sets.

Sony has a "four screen" strategy of offering network services on mobile phones, tablet computers, personal computers and TV sets. "I spent the last five years building a platform so I can compete against Steve Jobs," Mr. Stringer said. "It's finished, and it's launching now."

Stringer also claims that Sony has some ideas about a "different kind of TV set" that it has been working on as it seeks to beat Apple to the punch.

Mr. Stringer declined to discuss details of what Sony has on the drawing board, but said, "There's a tremendous amount of R&D going into a different kind of TV set." He added that he has "no doubt" Apple's late leader Steve Jobs also was working on changing the traditional TV set.

"That's what we're all looking for," said Mr. Stringer. "We can't continue selling TV sets [the way we have been]. Every TV set we all make loses money."

Stringer touches on several other topics in his interview, including an admission that Sony failed to realize how difficult it would be to get content providers to sign on to provide 3-D programming, a reluctance that has significantly slowed adoption of the technology. Stringer also briefly mentions the iPhone and his belief that other platforms will match the iOS experience, but that those platforms will need to adopt the seamless experience Apple has championed for its "well organized" devices and ecosystem.

Top Rated Comments

Tiger8 Avatar
161 months ago
Yeah, Sony, a company producing TV's for over 30 years will surely lose to Apple Television sales that are just starting out.

Never say never. Look at what happened to Nokia... and RIM... and Microsoft Phone...
Score: 30 Votes (Like | Disagree)
tigres Avatar
161 months ago
New product ID

Sony, KDL-XBR6-49a8972bv6KTP99z58v

Always keeping their numbers easy and simple to remember.

:rolleyes:
Score: 25 Votes (Like | Disagree)
*LTD* Avatar
161 months ago
Yeah, Sony, a company producing TV's for over 30 years will surely lose to Apple Television sales that are just starting out.
Yeah, Nokia, a company producing phones for 30 years will surely lose to Apple iPhone sales that are just starting out.

You can fill that "Nokia" space in with any number of the old guard names. Motorola, Microsoft, Palm, you name it. Do the same for tablets.

Sanjay Jha in 2007: "But is Apple ready for us?" Yeah, they nearly killed your business. Ask Ballmer what Apple did to Windows Mobile. Apple left a path of destruction in their wake. As for tablets, Apple blew the pre-2010 market into oblivion. We had tablets in the past. Look at tablets post January 2010.

Never underestimate Apple in a new market. Anyone that puts User Experience first and has the ecosystem to back it up has a more than even chance of shaking things up.

Sony makes the hardware. So what. Sony is Panasonic is LG is Samsung. You can barely tell them apart. It's all just specs. 120 Hz MontionFlow vs. the other guy's 120hz MotionCinemaX+. LOL. One is slightly smoother than the other, but the other does SD content better, but this one has internet connectivity, yes and so does the other, but this guy's remote is easier, etc. Same ****. Six of one, a half dozen of the other.

This is about software, UI, and access to content. When it comes to content distribution and ways to consume that content, no one does it better than Apple.

The "Apple implementation" usually tends to change the game, especially when it's about synergy between hardware+software.
Score: 24 Votes (Like | Disagree)
sixsixj Avatar
161 months ago
Drew Carey's hair looks awful.
Score: 18 Votes (Like | Disagree)
arn Avatar
161 months ago
Yeah, Sony, a company producing TV's for over 30 years will surely lose to Apple Television sales that are just starting out.
Palm CEO in 2006 regarding Apple iPhone:

"We've learned and struggled for a few years here figuring out how to make a decent phone,'' he said. "PC guys are not going to just figure this out. They're not going to just walk in.''
https://www.macrumors.com/2006/11/22/palm-ceo-on-apple-iphone-threat/

3 years after the iPhone was released, Palm was basically finished. Sold to HP.
Score: 16 Votes (Like | Disagree)
OllyW Avatar
161 months ago
Good luck with that.

Who, Apple or Sony?

We are still waiting to see anything that's revolutionary from any company in regards to the TV market.
Score: 16 Votes (Like | Disagree)

Popular Stories

iOS 17

10 New Things Your iPhone Can Do in Next Week's iOS 17.4 Update

Friday March 1, 2024 1:30 am PST by
Apple will this month release iOS 17.4, its biggest iPhone software update of the year so far, featuring a number of features and changes that users have been anticipating for quite a while. Below, we've listed 10 new things that your iPhone will be able to do after you've installed the update, which is projected to arrive by March 7. When the day arrives, be sure to check Settings ➝...
Google maps feaure

Google Maps Finally Rolls Out Glanceable Directions

Wednesday February 28, 2024 2:07 am PST by
After more than a year since announcing the feature, Google Maps is finally rolling out glanceable directions on Android and iOS (via Android Police). The feature allows users to view turn-by-turn directions and a live ETA directly from their device's lock screen – information that was previously only visible when a phone was unlocked. Glanceable directions also work on the app's route...
iOS 18 Mock iPhone 16 Feature Gray

iOS 18 Rumored to Be Compatible With These iPhone Models

Tuesday February 27, 2024 6:31 am PST by
iOS 18 will be compatible with the iPhone XR, and thereby also the iPhone XS and iPhone XS Max models with the same A12 Bionic chip, according to a post on X today from a private account with a proven track record of sharing build numbers for upcoming iOS updates. The post was spotted by MacRumors contributor Aaron Perris, and it has since been deleted. However, this was likely because the...
Apple Maps vs Google Maps Feature

Apple Maps vs. Google Maps: Which Is Better?

Friday March 1, 2024 7:10 am PST by
Apple Maps has been providing navigational guidance to Apple users for almost 13 and a half years now, and much has changed about the app in that time. However, according to data from Canalys, the overwhelming majority of iPhones in the U.S. still have Google Maps downloaded as an alternative to Apple Maps, which comes preinstalled on all iPhones. We want to hear from MacRumors readers. Which do...
M3 MacBook Air Feature

New MacBook Air Models Launching This March: 5 Features to Expect

Wednesday February 28, 2024 1:50 am PST by
The existing 15-inch MacBook Air arrived in June 2023, which is not that long ago in terms of Mac update cycles. However, Apple released the current 13-inch ‌MacBook Air back in June 2022. It is now the oldest Mac in Apple's current crop, having not been updated in 600 days. But rumors suggest that is unlikely to be the case for much longer. According to Bloomberg's Mark Gurman, Apple has...
iPad Pro OLED Feature 2

OLED iPad Pro's Thin Design Highlighted in CAD Drawings

Wednesday February 28, 2024 1:22 pm PST by
Apple is working on a new version of the iPad Pro that is set to launch as soon as March, and the refresh will mark the biggest design update to the Pro lineup since 2018. Apple is transitioning to OLED displays, and the swap will allow for a major change to the overall thickness of the device. CAD drawings of the upcoming ~11-inch and ~13-inch iPad Pro models give us some insight into just...
apple tv plus banner

Apple TV+ Gains Over 50 Movies for a Limited Time

Friday March 1, 2024 6:29 am PST by
Apple TV+ today gained over 50 movies, adding to its back catalog of content for a limited time. The collection includes a large number of popular and classic titles. Subscribers can access the movies in a "Great Movies on Apple TV+" section in the Apple TV app. Some titles are also available in 3D. Movies in the collection include: 21 Jump Street 300 American Sniper Argo ...