Apple Gives Media Executives Vague Hints about Its Television Plans

apple tv main menuThe Wall Street Journal provides some of the first hints about Apple's internal television project. While rumors of such a project have been ongoing for years, there has been a renewed interest in it since Steve Jobs described having "finally cracked" the TV interface in his recently released biography.

The Wall Street Journal reports that Apple has been in ongoing discussions with media executives at several large companies about their vision for the future of TV. Apple's Senior Vice President Eddy Cue is reported to have outlined new ways Apple's technology could be used across phones, tablets and TVs. The overall concept, however, remains rather vague. It seems that Apple has discussed a number of possibilities with executives, but stopping well short of outlining their exact vision.

Of course, voice and movement controls have been suggested, though in a long term view:

In at least one meeting, Apple described future television technology that would respond to users' voices and movements, one of the people said. Such technology, which Apple indicated may take longer than some of its other ideas, might allow users to use their voices to search for a show or change channels.

Beyond that, Apple's TV plans seem to revolve around wireless streaming technology to access shows and movies. The use of Apple's AirPlay technology could allow users to control the device from their iPhone and iPad, possibly eliminating the need for a set top box. As an example, users could watch video on their TV and then move over to their iPhone or iPad seemlessly. Other sources indicate that Apple has worked on integrating DVR storage and iCloud into their future TV device.

The question of what content will be shown on the new device remains up in the air. Apple is not said to have pursued the necessary content deals at this time, though have considered the possibility of licensing content directly to create a subscription-TV service. Steve Jobs, himself, was reportedly part of these early talks as far back as 2010.

Apple's ongoing secrecy should come as no surprise. We've previously reported that competitors are already "scrambling" to react to Apple's rumored entry into the television market.

Related Roundups: Apple TV, tvOS 14
Buyer's Guide: Apple TV (Don't Buy)

Top Rated Comments

b166er Avatar
120 months ago
Am I the only one that doesn't want to speak to my TV? I like voice control on a phone, because I can do simple tasks while driving. But on a TV I feel like I would have to talk very loud or sit very close to the TV. Unless I am speaking in to a remote- and I think the general idea is to ditch the remote with the Apple TV. I'd rather just use my phone as a remote. Type in what I want to watch, etc. Sometimes I have to watch TV with the headphones on because I don't want to disturb others and having to speak to the TV would mess that up too.

Just my two cents, I am really psyched to see what they are going to do. I'm really hoping they hammer out some kind of deal with actual networks. I think I speak for millions of people when I say we are sick of having to purchase bundled cable packages when we only want a few select channels. A la cart programming needs to happen sooner or later.
Score: 27 Votes (Like | Disagree)
bushido Avatar
120 months ago
maybe its just me but talking bothers me more than using the remote. tv is the only time of the day when u can just sit there and dont have to say a word.

i have kinect on my xbox and i usually just use my controller because i'm to lazy to speak lol
Score: 23 Votes (Like | Disagree)
TennisandMusic Avatar
120 months ago
Isn't this already available with Kinect? I guess I was just confused by the "future" technology part of it.
Score: 16 Votes (Like | Disagree)
Koodauw Avatar
120 months ago
as long as it can automatically bring the volume level of advertisements down to be the same as the shows, it will be awesome.
Score: 13 Votes (Like | Disagree)
Michael Scrip Avatar
120 months ago


I still think its odd and outside of Apple zone to start producing HD TV sets. Doesn't make sense. If anything more of a serious content availability for Apple/iTunes customers.

To be honest... it was weird for Apple Computer, Inc. to make MP3 players and then cell phones.

Though a name-change fixed that. :p
Score: 13 Votes (Like | Disagree)
Demosthenes X Avatar
120 months ago
As an example, users could watch video on their TV and then move over to their iPhone or iPad seemlessly.

This is already possible through Netflix. Just today I was watching a video on my iPad, came home, and continued streaming it via my Xbox 360. It's a great idea, and I'm all for Apple taking a crack at it, but I'm nor sure how Apple is going to do it better than Netflix already does...
Score: 10 Votes (Like | Disagree)

Top Stories

bloodoxygenapplewatch

Apple Watch Series 7 to Gain Breakthrough New Health Feature

Friday March 5, 2021 5:34 am PST by
Apple is reportedly planning to bring a new, first-of-its-kind health technology to the Apple Watch Series 7, in what could be a breakthrough for managing conditions such as diabetes more easily. According to a recent report from ETNews, the Apple Watch Series 7 will feature blood glucose monitoring via a non-invasive optical sensor. Measuring blood glucose levels, also known as blood...
apple transfer google photos 1

Apple Launches Service for Transferring iCloud Photos and Videos to Google Photos

Wednesday March 3, 2021 12:04 pm PST by
Apple this week introduced a new service that's designed to make it quick and easy for iCloud users to transfer their stored photos and videos to Google Photos. As outlined in an Apple support document, you can go to Apple's privacy website and sign in to see the "Transfer a copy of your data" option. If you select this and go through all the steps, Apple will transfer your iCloud photos and ...
imac pro featured black

Apple Confirms iMac Pro Will Be Discontinued When Supplies Run Out, Recommends 27-Inch iMac

Saturday March 6, 2021 7:33 am PST by
Apple on late Friday evening added a "while supplies last" notice to its iMac Pro product page worldwide, and removed all upgrade options for the computer, leaving only the standard configuration available to order for now. We've since confirmed with Apple that when supplies run out, the iMac Pro will no longer be available whatsoever. Apple says the latest 27-inch iMac introduced in August...
Oled iPads and MackBook Pro

OLED 10.9-Inch iPad Rumored for Early 2022, 12.9-Inch iPad Pro and 16-Inch MacBook Pro Could Follow

Thursday March 4, 2021 8:37 pm PST by
Earlier today, DigiTimes shared a preview of an upcoming report claiming that Apple is working on both iPad and Mac notebook models with OLED displays that could launch starting in 2022. The full report from DigiTimes is now available, and it includes several new alleged details about Apple's plans. According to the report, the first of these devices to adopt an OLED display is likely to be...
apple products refurbished store banner

Class Action Lawsuit Over Apple Providing Refurbished Replacement Devices Proceeding to Trial in August

Friday March 5, 2021 9:53 am PST by
Initially filed in 2016, a class action lawsuit that accuses Apple of violating the Magnusson-Moss Warranty Act, Song-Beverly Consumer Warranty Act, and other U.S. laws by providing customers with refurbished replacement devices is set to proceed to trial August 16, according to a notice this week from law firm Hagens Berman Sobol Shapiro LLP. Apple's repair terms and conditions state that,...
iPhone 13 Notch Feature2

iPhone 13 Rumor Recap: Smaller Notch, Larger Batteries, 120Hz for Pro Models, Improved 5G, Wi-Fi 6E, and More

Friday March 5, 2021 8:20 am PST by
While we are likely at least six months away from Apple unveiling the so-called iPhone 13 lineup, rumors about the devices are starting to accumulate, so we've put together this recap of everything that is expected so far. The upcoming iPhone 13 lineup will consist of the same four models and the same screen sizes as the iPhone 12 lineup, according to reputable analyst Ming-Chi Kuo,...
maxresdefault

What's on Your iPhone Home Screen?

Thursday March 4, 2021 10:31 am PST by
Over on our YouTube channel, MacRumors videographer Dan has a new video up where he shares his Home Screen, wallpaper, and all of his current favorite widgets. Subscribe to the MacRumors YouTube channel for more videos. Check out Dan's video to see his setup, and then comment below and show us your own Home Screens. It's always fun to see other peoples' Home Screens, and with widgets and...
OLED iPad Pro and MacBook Pro

iPad and MacBook Models With OLED Displays Rumored to Launch in 2022

Thursday March 4, 2021 8:19 am PST by
Apple plans to release new iPad and MacBook models with OLED displays in 2022, according to industry sources cited by Taiwanese supply chain publication DigiTimes. The information was shared in the site's paywalled "Before Going to Press" section, so there are no further details yet, but the full report should be released by tomorrow. Apple has gradually increased its adoption of OLED...
Top Stories 48

Top Stories: iPhone 13 Leaks, OLED iPads and Macs, New AirTags Evidence

Saturday March 6, 2021 6:00 am PST by
iPhone rumors are heating up, with noted analyst Ming-Chi Kuo this week releasing a wide-ranging report outlining his expectations for the iPhone lineup over the next three years. This week also saw rumors about OLED displays potentially coming to iPad and Mac starting next year, increasing signs of AirTags functionality in iOS 14.5 betas, and more, so check out all of the details below! i...
imac pro while supplies last

iMac Pro No Longer Custom Configurable, Available 'While Supplies Last'

Friday March 5, 2021 10:14 pm PST by
Apple appears to be on the verge of discontinuing the iMac Pro, with the store page for the high-end all-in-one Mac including a "While supplies last" tagline and only the base model with no custom configurations available for purchase. The iMac Pro launched in December 2017, and while there have been a few tweaks to the available configurations over the years, it has received no substantial...