Reports of 50" Apple Television in Jonathan Ive's Lab as Talk Heightens Ahead of CES

USA Today takes a look at the effect rumors of an Apple television set are having on expectations for next week's Consumer Electronics Show in Las Vegas, with the industry's existing players working hard to avoid to being caught flat-footed by Apple as mobile phone manufacturers in many cases were by the iPhone.

While rumors have pegged the Apple television set as offering Siri-powered voice recognition and control, the new report offers a few other tidbits of information on the project including claims that the company is working to launch models of at least 42 inches and that a 50-inch model is currently in the works in the its design studio.

Apple is said to be looking at a 42-inch or larger LCD TV with built-in Wi-Fi. Inside the locked-down studio of Jonathan Ive, senior vice president of industrial design at Apple, there's a slick 50-inch TV, according to the source who worked at Apple.

Early reports had claimed that Apple was looking at TVs in the 40-55" range, but a recent report from Digitimes claimed that suppliers were preparing components for smaller 32" and 37" models.

USA Today's report also summarizes some of the other expectations for an Apple television set, including Siri, an iOS-compatible processor supporting apps, AirPlay, and iCloud. But Apple reportedly continues to struggle with how to bring content to the new television set as it attempts to break free of the traditional cable TV model.

But a major roadblock for Apple along the way has been securing content needed to make an iTV succeed. The problems Apple is having securing content deals were described in an interview with a person who worked in the Apple TV group and verified by two television industry sources. All declined to be identified because of the confidential nature of the talks.

They say Apple has been unable to cut deals that would let it offer first-tier TV network programs for an à la carte iTunes TV service. That's seen as a key element to launching a revolutionary iTV.

With so many rumors pointing towards Apple's work on television sets, it's not surprising that company co-founder Steve Wozniak also believes that an effort is underway.

"I do expect Apple to make an attempt," says Apple co-founder Steve Wozniak, "since I expect the living room to remain a center for family entertainment, and that touches on all areas of consumer products that Apple is already making."

Even as Apple's plans remain under wraps and the subject of considerable rumors and speculation, it is clear that competitors are taking note of where the company is likely to go with its project, with today's report citing executives from Samsung, LG, and Microsoft all acknowledging the threat.

"We do not discount what they are going to do in the space — they are going to come on strong," says [Microsoft general manager of content acquisition and strategy Ross] Honey.

Related Roundups: Apple TV, tvOS 13, tvOS 14
Buyer's Guide: Apple TV (Don't Buy)

Top Rated Comments

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111 months ago
Well, at least we won't need to put up with rumours about one going 'missing' in certain local bars...
Score: 31 Votes (Like | Disagree)
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111 months ago

Reports of 50" Apple Television in Ive's Lab


Lazy good-for-nothing!

Ive needs to get back to work, rather than sitting watching TV during work hours.

The iPhone 5 isn't going to design itself! :mad:
Score: 25 Votes (Like | Disagree)
Avatar
111 months ago

Inside the locked-down studio of Jonathan Ive, senior vice president of industrial design at Apple, there's a slick 50-inch TV, according to the source who worked at Apple.


A senior executive of one of the world's largest companies has [wait for it] a TV in his office.

This is bigger than all of us.
Score: 20 Votes (Like | Disagree)
Avatar
111 months ago

While rumors have pegged the Apple television set as offering Siri-powered voice recognition and control, the new report offers a few other tidbits of information on the project including claims that the company is working on a to launch models of at least 42 inches and that a 50-inch model is currently in the works in the its design studio.

This forum needs an editor and/or proofreader.
Score: 15 Votes (Like | Disagree)
Avatar
111 months ago


And, for the record, even 50" is way too small.
I have a 52" in the living room now and a 120" projection in my theater room. There is no place for some tiny Apple televion, and the 50", while not tiny, would be a downgrade for a lot of normal people, much less Apple people.

Do bear in mind though that a large segment of Apple's target market do not live in Texas-sized houses…

I live in the UK in a decent sized house and believe me a 52" screen is really far too big. Not even talking about your lottery-winner style theatre room with 120" projection. ;)

There is plenty of market for smaller sizes — outside the US.
Score: 12 Votes (Like | Disagree)
Avatar
111 months ago

A senior executive of one of the world's largest companies has [wait for it] a TV in his office.

This is bigger than all of us.

And since he is not just any senior executive, but the chief designer, there is a good chance that he removed all the Samsung stickers from his TV and replaced them with Apple stickers, and removed all the stickers from his microwave and replaced them with Apple stickers as well, just for fun. And he owns the only Death Star that isn't made from Lego bricks but from Apple bricks :D


So Infinite Loop's resident Englishman secures himself a mammoth iTelly just as news breaks that Apple may be trying to get the rights to stream the football? (https://forums.macrumors.com/showthread.php?t=1302998)

Can't be a coincidence. :D ;)

That was in Ive's employment contract. Clause 137: "Should employee receive a knighthood then company will supply him with streamed Premier League football matches". Which he will watch on his Samsung TV with Apple stickers.


...unless it's first tested at a bar ;)

I can see the news. "Apple employee goes to a bar, loses his 50" TV".
Score: 11 Votes (Like | Disagree)

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