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

apple tv favorite tv showsUSA 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 14
Buyer's Guide: Apple TV (Don't Buy)

Top Rated Comments

lewi Avatar
120 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)
firestarter Avatar
120 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)
kavika411 Avatar
120 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)
daxomni Avatar
120 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)
arkitect Avatar
120 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)
gnasher729 Avatar
120 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)

Top Stories

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 ...
PIA23764 RoverNamePlateonMars web

NASA Mars Perseverance Rover Uses Same PowerPC Chipset Found in 1998 G3 iMac

Tuesday March 2, 2021 3:21 am PST by
NASA's Perseverance rover, which recently made history landing on the surface of Mars, is powered by the same processor used in an iMac more than 23 years old. Image Credit: NASA As reported by NewScientist (via Gizmodo), the rover includes the PowerPC 750 processor, the same chip used in the G3 iMac in 1998. The main chipset is the same; however, there are differences between the...
rosetta 2

Rosetta May Be Removed From M1 Macs in Some Regions on macOS 11.3

Tuesday March 2, 2021 5:20 pm PST by
Installing the upcoming macOS 11.3 software update on an M1 Mac may result in Rosetta 2 being removed in one or more regions around the world. In the third beta of macOS 11.3 seeded to developers for testing today, MacRumors contributor Steve Moser uncovered new strings in the beta's code indicating that "Rosetta will be removed upon installing this update." Another new string reads "Rosetta ...
iphone 6 in hand

Apple Faces Another iPhone Lawsuit Over 'Programmed Obsolescence'

Monday March 1, 2021 6:44 am PST by
Apple faces a new class-action lawsuit that accuses it of deliberately releasing iOS updates that slowly reduce the performance of an iPhone, forcing customers to upgrade their devices. The lawsuit comes from the Portuguese Consumer Protection Agency, Deco Proteste (via Marketeer), which in a statement says that it will proceed with a case against the Cupertino tech giant because it...
magsafe charging brick feature

Prosser: iPhone 12 MagSafe Battery Pack to Feature Reverse Charging

Monday March 1, 2021 1:18 pm PST by
Apple is working on MagSafe-compatible battery packs that will be compatible with the iPhone 12 models, and leaker Jon Prosser today said on the Genius Bar podcast that one version of the battery pack will feature "reverse charging." According to Prosser, Apple is working on two versions of the battery packs, one that's a standard version and one that's a premium version with reverse...
Screen Shot 2021 03 03 at 11

MagSafe Charging Port for iPhone Appears in Apple Patent

Wednesday March 3, 2021 1:30 am PST by
In a newly granted patent, Apple envisions a type of connectivity port using an iteration of its magnetic MagSafe charger to charge an iPhone, potentially paving the way for a future without Lightning. Submitted to the United States Patent and Trademark Office on Tuesday (via Patently Apple), the patent outlines a three-pinned MagSafe charger, similar to the ones found in older MacBook...
Apple Prefer Lightning Over USB C Feature

iPhone Sticking With Lightning Port Over USB-C for 'Foreseeable Future'

Tuesday March 2, 2021 9:32 am PST by
Apple will retain the Lightning connector on the iPhone for the "foreseeable future," with no intention of switching to USB-C, according to reliable analyst Ming-Chi Kuo. In spite of much of the industry moving toward USB-C, Apple will not be using it to replace the Lightning connector on the iPhone 13, or indeed on any iPhone model for the time being. In a note seen by MacRumors yesterday,...
iPad mini pro feature

Sketchy Rumor Claims 'iPad Mini Pro' Launching in Second Half of 2021

Wednesday March 3, 2021 3:04 am PST by
Apple is expected to launch a sixth-generation iPad mini in the first half of 2021, possibly as soon as this March, based on long-standing rumors. However, a new rumor out of Asia that has gained traction in the last 24 hours suggests an "iPad mini Pro" will arrive in the second half of this year. According to a post on Korean blog Naver, whose rumor track record is unknown, the device...
apple pencil 3 leak

New Apple Pencil Allegedly Leaks With Glossy Finish and Redesigned Tip

Wednesday March 3, 2021 6:17 am PST by
Images supposedly depicting a third-generation Apple Pencil have been shared on Twitter by the leaker known as "Mr. White." The purported new Apple Pencil appears to share a very similar design to the current, second-generation Apple Pencil, which is shorter than the previous version and charges inductively on the side of an iPad. The updated Apple Pencil appears to have a glossy...
apple watch ecg wrist

Apple Watch ECG Feature Gets Approved in Australia

Wednesday March 3, 2021 2:07 am PST by
The Australian government has approved ECG functionality on the Apple Watch, giving Apple the all-clear to launch the feature for Apple Watch users in the country, according to a regulatory document first spotted by The 8-Bit. Earlier last month, the Apple Watch's irregular heart rhythm notification received approval in Australia, although ECG did not. Irregular heart rhythm is a feature...