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 (Don't Buy)

Popular Stories

Apple CarPlay Ultra instrument cluster themes 01

Apple's CarPlay Ultra Is Here – Does Your iPhone Support It?

Thursday May 15, 2025 5:17 am PDT by
Apple's recently announced CarPlay Ultra promises a deeply integrated in-car experience, but not all iPhone users will be able to take advantage of the new feature. According to Apple's press release, CarPlay Ultra requires an iPhone 12 or later running iOS 18.5 or later. This means if you're using an iPhone 11, iPhone XR, or any older model, you'll need to upgrade your device to access...
Apple CarPlay Ultra instrument cluster themes 01

Apple's 'CarPlay Ultra' Experience Now Available

Thursday May 15, 2025 5:07 am PDT by
Apple today announced that its next-generation CarPlay experience, now dubbed "CarPlay Ultra" begins rolling out today, starting with Aston Martin vehicles. Subscribe to the MacRumors YouTube channel for more videos. CarPlay Ultra is now available with new Aston Martin vehicle orders in the U.S. and Canada. It will also be available for existing models that feature the brand's next-generation ...
CarPlay Ultra Climate Controls

Apple Says These Vehicle Brands Plan to Offer All-New CarPlay Ultra

Thursday May 15, 2025 8:13 am PDT by
Apple today announced the launch of CarPlay Ultra, the long-awaited next-generation version of its CarPlay software system for vehicles. CarPlay Ultra features deep integration with a vehicle's instrument cluster and systems, built-in Radio and Climate apps, customizable widgets, and more. The interface is tailored to each vehicle model and automaker's identity, and drivers can also adjust...
vision pro video recording

WSJ: Some Apple Vision Pro Buyers 'Feel Total Regret'

Friday May 16, 2025 7:43 am PDT by
Apple's Vision Pro headset has left many early adopters expressing dissatisfaction over its weight, limited use cases, and sparse software ecosystem, according to a new article from The Wall Street Journal. In the year following the device's launch, user feedback suggests that it has failed to meet expectations for comfort, software support, and social acceptance. In interviews conducted by T...
iPhone 17 Air Pastel Feature

iPhone 17 Air Battery Capacity and Weight Allegedly Revealed

Monday May 19, 2025 2:22 am PDT by
Apple is expected to launch an all-new ultra-thin iPhone 17 Air later this year, and while there have been plenty of rumors about the camera's overall design and thinness, we haven't heard any details about the device's weight and battery capacity until now. According to the leaker going by the account name "yeux1122" on the Korean-langauge Naver blog, the 6.6-inch iPhone 17 Air has a weight ...
iPhone 17 Air Pastel Feature

iPhone 17 Air Could Debut Advanced Silicon Battery Tech

Friday May 16, 2025 8:00 am PDT by
The upcoming all-new ultra-thin iPhone 17 Air could become the first Apple smartphone to adopt advanced battery technology, with Japanese supplier TDK preparing to ship its new generation of silicon-anode batteries by the end of June. According to DigiTimes, TDK CEO Noboru Saito revealed in a recent interview that the Apple supplier has accelerated its production timeline, moving shipments...

Top Rated Comments

southernpaws Avatar
176 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
176 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
176 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
176 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
176 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
176 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)