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.


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

Top Rated Comments

(View all)
Avatar
100 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)
Avatar
100 months ago
Stopped reading at "Analyst Believes."
Score: 23 Votes (Like | Disagree)
Avatar
100 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)
Avatar
100 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)
Avatar
100 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)
Avatar
100 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)

Top Stories

New Low-Cost 'iPhone SE' Could Launch as Soon as Tomorrow

Thursday April 2, 2020 4:06 pm PDT by Juli Clover
Apple's new low-cost iPhone is set to launch as early as Friday, April 3, according to a new report from 9to5Mac that cites a tip from a "highly trusted reader." The site says that while it can't be certain about the launch date, "Apple could reveal and begin taking orders for the new iPhone as soon as tomorrow." The iPhone 8 Apple is said to be planning to call the new iPhone, which is...

Apple's 2020 MacBook Air vs. 2020 iPad Pro

Wednesday April 1, 2020 2:45 pm PDT by Juli Clover
Apple in March updated both the MacBook Air and the iPad Pro, and with the iPad Pro increasingly positioned as a computer replacement, we thought we'd compare both new machines to see how they measure up and which one might be a better buy depending on user needs. Subscribe to the MacRumors YouTube channel for more videos. We're comparing the base model 12.9-inch iPad Pro and the base model...

AirTags Referenced in New Apple Support Video

Thursday April 2, 2020 12:12 pm PDT by Joe Rossignol
Apple has accidentally referenced its widely rumored AirTags item tracking tags in a video that it uploaded to its Apple Support channel on YouTube today. The video was first spotted by the blog Appleosophy and has quickly been removed. The video was titled "How to erase your iPhone." AirTags were mentioned in Settings > Apple ID > Find My > Find My iPhone under Enable Offline Finding, with...

Intel Unveils 10th-Gen Processors Suitable for Next 16-Inch MacBook Pro With Wi-Fi 6 and Turbo Boost Speeds Above 5GHz

Thursday April 2, 2020 7:53 am PDT by Joe Rossignol
Intel today announced the launch of its latest 10th-generation Core processors for high-end notebooks, potentially including the next 16-inch MacBook Pro. The batch of 45W chips, part of the Comet Lake family, are built on Intel's 14nm++ architecture. The new H-series chips have the same base clock speeds as the 9th-generation chips in the current 16-inch MacBook Pro, but Turbo Boost speeds...

Apple Paid Hacker $75,000 for Uncovering Zero-Day Camera Exploits in Safari

Friday April 3, 2020 3:58 am PDT by Tim Hardwick
Apple paid out $75,000 to a hacker for identifying multiple zero-day vulnerabilities in its software, some of which could be used to hijack the camera on a MacBook or an iPhone, according to Forbes. A zero-day vulnerability refers to a security hole in software that is unknown to the software developer and the public, although it may already be known by attackers who are quietly exploiting...

Apple Offers Employees Deep Discounts on HomePod, Beats Headphones and More

Friday April 3, 2020 11:14 am PDT by Juli Clover
Apple is offering employees significant discounts on products that include the HomePod and Beats headphones, according to details on the deals shared by MacGeneration and 9to5Mac. Apple is said to be clearing stock of Beats headphones and HomePods, providing them to employees through an internal deals program. The HomePod is available at a 50 percent discount, dropping the price to $149.50,...

iPhone 8 Screen Protector Updated With 'iPhone SE' Compatibility on Apple's Online Store

Thursday April 2, 2020 8:10 pm PDT by Joe Rossignol
Another clue has surfaced to suggest that Apple's rumored lower-cost iPhone SE successor will likely be released soon. Earlier today, a product listing for a Belkin screen protector on Apple's online store was updated to reflect compatibility with not only the iPhone 7 and iPhone 8, but also the iPhone SE. Given the original iPhone SE was a 4-inch device, and the iPhone 7 and iPhone 8 are...

Apple Adding Some 2013 and 2014 MacBook Air and MacBook Pro Models to Vintage Products List at End of April

Wednesday April 1, 2020 2:24 pm PDT by Joe Rossignol
In an internal memo obtained by MacRumors, Apple has indicated that the following 2013 and 2014 models of the MacBook Air and MacBook Pro will be added to its vintage and obsolete products list on April 30:MacBook Air (11-inch, Mid 2013) MacBook Air (13-inch, Mid 2013) MacBook Air (11-inch, Early 2014) MacBook Air (13-inch, Early 2014) MacBook Pro (13-inch, Mid 2014)Apple defines vintage...

Zoom Updates Mac App Installer to Remove Controversial 'Preflight' Installation Method

Thursday April 2, 2020 11:42 am PDT by Eric Slivka
The popular video conferencing company Zoom has been under scrutiny over the past few days for the method used to install the Mac version of its app, which essentially abused a "preflight" compatibility check to install the app without the user needing to explicitly grant installation permission, as highlighted by developer Felix Seele earlier this week. Screenshot of preflight compatibility ...

Top Stories: Apple Leaks iPhone SE and AirTags, Apple Buys Dark Sky, and More

Saturday April 4, 2020 6:00 am PDT by MacRumors Staff
With the calendar rolling over to April this week, we yet again saw several leaks and rumors, most notably including Apple itself leaking some references to a pair of long-rumored products: a new budget iPhone SE and AirTags item trackers. Subscribe to the MacRumors YouTube channel for more videos. Apple also acquired popular weather app Dark Sky, while Amazon's Prime Video app now allows...