Analyst Believes Apple Television Set Already in 'Full Production', Launch Timeframe Unclear

While The Wall Street Journal is outlining Apple's goals for a television set-top box, others continue to believe that Apple is working on a standalone television set of its own integrating much of the same functionality.

One of those observers is Jefferies & Co. analyst Peter Misek, who has been piecing together clues from Apple's supply chain in Asia and noted back in March that components for an Apple television set were "starting to move in small quantities". Misek is out with a new research note today, claiming that the Apple's television is now in "full production" with Apple looking to partner with providers such as AT&T and Verizon on the product while offering a set-top box alternative for entrenched cable providers.

We believe the iTV is in full production. Recent data out of Sharp, Hon Hai, and other specialty chemical and TV component suppliers support this. Also, JDSU noted that they have a new non-gaming customer for its gesture control modules. They indicated this is a new "living room" based customer. We believe Apple will leverage AT&T's and Verizon's content deals for the iTV. Additionally, the WSJ's sources indicate Apple may also consider a set-top box version for the cable operators.

apple tv 2012 interface
Misek is currently modeling for sales of two million Apple television sets in the fourth quarter of this year with an average selling price of $1250, but he notes that Apple may push back the launch into 2013 as it puts its focus on the iPad mini to counter efforts by Google, Amazon and Microsoft in the tablet market.

We expect either the iPad Mini to launch in CQ4 with the iTV either launching in CQ4 or CQ1.

Microsoft’s Surface tablets, the initial success of Google’s Nexus 7, and Amazon’s upcoming product launches could be affecting Apple’s launch schedule. These represent stiff competition vs. a likely lack of viable competition for the iTV over the next year. [...]

There is also the possibility that Apple chooses to launch both products before year end. The iTV would then be in time for the Christmas selling season, but that would mean Apple having three huge product launches in a short timeframe and leave little for CY13 outside of the typical iPhone and iPad refresh.

Misek also notes that Apple could be looking at a potential problem with display partner Sharp, which has continued to experience financial difficulties amid fears that the company could enter bankruptcy. Apple's assembly partner Foxconn/Hon Hai has already entered into a partnership that saw the company take a 10% stake in Sharp, with Hon Hai reportedly seeking to raise its stake to 20% as it renegotiates the deal in light of Sharp's continued troubles. Misek believes that Apple may find itself having to "spearhead a quiet rescue" of Sharp with the assistance of Hon Hai, given the close relationship among the three companies and Apple's existing investments in Sharp's facilities.

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Buy Now)

Top Rated Comments

Geckotek Avatar
120 months ago
The lame update to the iPhone and an Apple TV set will be the first nails in Apple's coffin.

LOL....so said many people several times about other products. Yet, no coffin.... Hmmmmm
Score: 25 Votes (Like | Disagree)
blumpkin Avatar
120 months ago
Stopped reading at "Analyst Believes."
Score: 23 Votes (Like | Disagree)
btbeme Avatar
120 months ago
They will carry them the same way they do at Best Buy. They will have a cart and an employee will assist you.

The same way people carry out their new Mac Pro.

Hahaha! I just made a joke! "New" Mac Pro - Ha!
Score: 8 Votes (Like | Disagree)
tekno Avatar
120 months ago
The lame update to the iPhone and an Apple TV set will be the first nails in Apple's coffin.
Score: 8 Votes (Like | Disagree)
Geckotek Avatar
120 months ago
Also, will :apple: expect me to rush out and buy a new TV every couple of years because the "updates" to its iOS are only available on new sets ?

I'm mixed about this.

Apple loves to stop updating software for hardware after just a few years typically.

:confused: These complaints make no sense to me. Apple has actually been much better about providing updates to older hardware than any other products I've ever owned. I think you guys must live in a vacuum where Apple is the only company you're exposed to so when they finally do stop supporting a product with updates, you get all pissy.

I think I would be happy about an iTV...perhaps. What would excite me more is if Apple were able to make some waves in the way the content owners have a stranglehold on their material. It's like they don't really want any of us to watch it?!?
Score: 7 Votes (Like | Disagree)
macwoof Avatar
120 months ago
hmmm.....

How can the stockroom of an apple store handle dozens of 50-60 inch LCDS?

How will the customer carry said TV from the interior of a mall to their car way out in the parking lot?

With an iCart! :cool:
Score: 7 Votes (Like | Disagree)

Related Stories

youtube apple tv

YouTube Discontinuing 3rd-Generation Apple TV App, AirPlay Still Available

Wednesday February 3, 2021 3:09 pm PST by
YouTube is planning to stop supporting its YouTube app on the third-generation Apple TV models, where YouTube has long been available as a channel option. A 9to5Mac reader received a message about the upcoming app discontinuation, which is set to take place in March.Starting early March, the YouTube app will no longer be available on Apple TV (3rd generation). You can still watch YouTube on...
iPhone 13 Dummy Thumbnail 2

Kuo: iPhone 13 to Feature LEO Satellite Communications to Make Calls and Texts Without Cellular Coverage

Sunday August 29, 2021 7:39 am PDT by
The iPhone 13 will feature low earth orbit (LEO) satellite communication connectivity to allow users to make calls and send messages in areas without 4G or 5G coverage, according to the reliable analyst Ming-Chi Kuo. In a note to investors, seen by MacRumors, Kuo explained that the iPhone 13 lineup will feature hardware that is able to connect to LEO satellites. If enabled with the relevant...
General Apps Messages

Android iMessage Competitor Puts Pressure on Apple

Friday July 30, 2021 3:15 am PDT by
Google and the three major U.S. carriers, including Verizon, AT&T, and T-Mobile, will all support a new communications protocol on Android smartphones starting in 2022, a move that puts pressure on Apple to adopt a new cross-platform messaging standard and may present a challenge to iMessage. Verizon recently announced that it is planning to adopt Messages by Google as its default messaging...
os x mountain lion macs 16x9 2

Apple Makes OS X Lion and Mountain Lion Free to Download

Wednesday June 30, 2021 12:19 pm PDT by
Apple recently dropped the $19.99 fee for OS X Lion and Mountain Lion, making the older Mac updates free to download, reports Macworld. Apple has kept OS X 10.7 Lion and OS X 10.8 Mountain Lion available for customers who have machines limited to the older software, but until recently, Apple was charging $19.99 to get download codes for the updates. As of last week, these updates no...
bluetti eb70 main

MacRumors Giveaway: Win a Bluetti EB70 Portable Power Station and 200W Solar Panel

Friday September 3, 2021 11:13 am PDT by
For this week's giveaway, we've teamed up with MAXOAK to offer MacRumors readers a chance to win a Bluetti portable power station and an accompanying solar panel. Bluetti makes a range of portable power station options that are useful for camping, emergencies, power outages, off-grid living, and similar situations. The Bluetti EB70 is a solid middle of the road option that offers 716Wh and...
apple privacy

Apple Publishes FAQ to Address Concerns About CSAM Detection and Messages Scanning

Monday August 9, 2021 1:50 am PDT by
Apple has published a FAQ titled "Expanded Protections for Children" which aims to allay users' privacy concerns about the new CSAM detection in iCloud Photos and communication safety for Messages features that the company announced last week. "Since we announced these features, many stakeholders including privacy organizations and child safety organizations have expressed their support of...
General Spotify Feature

Spotify Pauses Plans to Add AirPlay 2 Support to iOS App [Update: Spotify Clarifies]

Friday August 6, 2021 9:07 am PDT by
See update at bottom of article Spotify this week confirmed that its plans to add AirPlay 2 support to its iOS app have been placed on indefinite hiatus. In an online discussion forum post, a Spotify representative said the streaming music service had been working on supporting AirPlay 2, but the company has paused the efforts "for now" due to "audio driver compatibility issues." The...
iphone 13 teal with text

Apple Begins Preparation for iPhone 13 Production Ahead of Fall Launch

Monday June 28, 2021 3:29 am PDT by
We're just a few months away from when Apple is expected to reveal the 2021 iPhone, dubbed the "iPhone 13." In preparation for its launch, it has been pulling in shipments of different components needed to produce the new iPhones, according to a report from DigiTimes. In years past, Apple released its latest iPhone lineup, alongside a new Apple Watch, during a September event at Apple Park....
General Spotify Feature

Spotify Partners With Delta to Provide Free In-Flight Music and Podcasts Service

Thursday September 2, 2021 12:59 am PDT by
Spotify has announced a new partnership with Delta that will see the streaming service take over the "audio" section of Delta's in-flight seatback entertainment, making select playlists and podcasts freely available to all passengers. You are now free to roam about the cabin—and get the music and podcasts you love at 30,000 feet. Beginning today, we're taking off in a new partnership with...
iphone 12 colors 2021

iPhone 12 Colors: Deciding on The Right Color

Thursday November 5, 2020 8:35 am PST by
The iPhone 12 and iPhone 12 Pro arrived in October 2020 in a range of color options, with entirely new hues available on both devices, as well as some popular classics. The 12 and 12 Pro have different color choices, so if you have your heart set on a particular shade, you might not be able to get your preferred model in that color. iPhone 12 mini and iPhone 12 The iPhone 12 mini and iPhone...