Brightcove CEO Envisions His Dream Apple Television and Set-Top Box

In a guest post on AllThingsD, Brightcove founder and CEO Jeremy Allaire offers a thorough look at his ideals for a television initiative from Apple. While Allaire has no direct knowledge of Apple's plans, his perspective gained by leading one of the major online video platforms for mainstream media offers an interesting basis for discussion on what Apple may wish to do.

Allaire describes three "key values" that he expects Apple will bring to consumers with its television initiative: an integrated system for delivering all types of television content including broadcast, video-on-demand, Netflix, and Youtube; the "ultimate game console" leveraging the existing iOS ecosystem; and innovative app experiences enhancing existing App Store apps with dual screens. He argues that Apple will need to offer both integrated television sets and a set-top box in order to make the necessary impact in the market.

To do this, Apple needs a two-pronged strategy:

1. A new companion device for TV that starts at $149, attaches to nearly any existing TV, and does not require customers to buy an expensive new monitor. This is crucial for quickly establishing and maintaining platform dominance quickly and even stand-alone could be a $5-10 billion opportunity.

2. A new family of ultra-thin TV monitors that bundles all of the capabilities of the companion device and includes beefed up computing power. These large-screen monitors will be a direct assault on the global TV monitor industry, a market worth hundreds of billions annually, albeit with slightly slower replacement cycles of four years versus two years for smartphones and tablets. This gives Apple that additional $30 billion+ revenue stream it needs.

The set-top box Allaire envisions a relatively thin bar-like design to sit above or below an existing television, based on an A7 quad-core chip and offering several cameras and sensors, HDMI, Ethernet, Wi-Fi, substantial storage, and Lightning ports for power and a coaxial cable dongle.

allaire apple tv box
As for the television set itself, Allaire's scenario includes 46-inch and 60-inch models with multiple HDMI ports, an optical audio port, Ethernet, and dual Lightning ports for connectivity. The sets would include onboard storage of either 1 TB and 3 TB, and of course incorporate a high-end display in a package carrying the usual Apple design aesthetic.

Allaire goes on to describe an Apple TV app for iOS that would serve as the hub for interacting with the system, delivering guide information, on-demand libraries, and iTunes Store access to an iPhone or iPad, as well as allowing the device to serve second-screen content while viewing on the television set. Apple would also deliver APIs for third-party input devices such as game controllers, as well as tools for helping delivers create both dedicated apps for the TV and expand their existing iOS apps to address new possibilities opened up by the larger-screen environment.

Allaire's vision is of course entirely speculative and seems to be more of a "wish list" rather than a serious proposal for how Apple will bring cable operators onboard and integrate a host of features into a set-top box starting at $149 or a television set starting at $1499, but some of the proposals offer interesting food for thought about directions Apple could be aiming for.

Top Rated Comments

mrfoof82 Avatar
106 months ago

These large-screen monitors will be a direct assault on the global TV monitor industry, a market worth hundreds of billions annually, albeit with slightly slower replacement cycles of four years versus two years for smartphones and tablets.

People replace their television set every 4 years?! I do very well for myself, and I think my replacement cycle is nearly double that.
Score: 52 Votes (Like | Disagree)
justperry Avatar
106 months ago

The sets would include onboard storage of either 1 TB and 3 TB


No way, Apple is all about streaming content, they won't go anything bigger than needed, 8-16 GB Max.
Score: 20 Votes (Like | Disagree)
rmwebs Avatar
106 months ago

People replace their television set every 4 years?! I do very well for myself, and I think my replacement cycle is nearly double that.


Ditto!

Our last TV was purchased about 5 years ago, and it's still going strong. If there's nothing wrong with it, it doesn't get replaced. You'd be a fool to buy a new TV just for the sake of it. They really dont change enough to warrant purchasing a new one.
Score: 14 Votes (Like | Disagree)
goobot Avatar
106 months ago
Apple is working on the input method, it is the reason why the Mac was popular with the mouse, the iPod was popular with click wheel, iPhone was popular with multi-touch screen along with the iPad, and the MacBooks with a multi-touch trackpad. Steve said it himself, you need a good input method to have a successful device.
Score: 12 Votes (Like | Disagree)
Benjamins Avatar
106 months ago
for Apple TV to be more successful, they need some sort of live channels. People need to be able to just turn on Apple TV, sit on the couch and turn off their brains for a while.
Score: 11 Votes (Like | Disagree)
charlieegan3 Avatar
106 months ago

...and dual Lightning ports for connectivity...

Connectivity to what?
Score: 11 Votes (Like | Disagree)

Top Stories

lg wing

LG Considering Exit From Smartphone Business, Halts LCD Production for iPhone

Wednesday January 20, 2021 5:38 am PST by
LG is considering exiting the smartphone business entirely amid declining shipments and accrued losses of $4.5 billion over the past five years (via The Korea Herald). LG CEO Kwon Bong-Seok cautioned staff earlier today that the company is re-evaluating its presence in the smartphone industry: Since the competition in the global market for mobile devices is getting fiercer, it is about...
2019 mac pro side and front

Tim Cook Gifted Donald Trump 'First' 2019 Mac Pro

Wednesday January 20, 2021 5:45 pm PST by
Apple CEO Tim Cook gifted former United States President Donald Trump with the first 2019 Mac Pro that came off of the assembly line in Austin, Texas, according to a financial disclosure report that was released today (via The Verge). "Mac Pro Computer, the first created at the Flex Factory in Austin, Texas," reads the entry, which values the machine at $5,999, the base price for a Mac Pro....
Apple VR Feature

Bloomberg: Apple's First AR/VR Headset 'Pricey, Niche Precursor' to More Ambitious AR Glasses and Could Launch Next Year

Thursday January 21, 2021 3:27 am PST by
Apple's first virtual reality headset will be a "pricey, niche precursor" to a more ambitious augmented reality product, according to a new report from Bloomberg's Mark Gurman. As a mostly virtual reality device, it will display an all-encompassing 3-D digital environment for gaming, watching video and communicating. AR functionality, the ability to overlay images and information over a view...
Flat MacBook Air Feature

Bloomberg: Apple Working on 'Thinner and Lighter' High-End MacBook Air With MagSafe, Could Launch in Second Half of 2021

Friday January 22, 2021 3:34 am PST by
Apple is working on a "thinner and lighter" version of the MacBook Air that the company plans to release during the second half of this year at the earliest or in 2022, according to a new report by well-connected Bloomberg journalist Mark Gurman. It will include Apple's MagSafe charging technology and a next-generation version of the company's in-house Mac processors. Apple has discussed...
iOS 15 icon mock banner

iOS 15 Rumored to Drop Support for iPhone 6s and 2016 iPhone SE

Thursday January 21, 2021 11:58 am PST by
Apple's upcoming iOS 15 operating system, which we expect to see unveiled in June, is rumored to be dropping support for a few of Apple's older iPhones. According to French site iPhoneSoft, iOS 15 will not be able to be installed on the iPhone 6s, the iPhone 6s Plus, or the 2016 iPhone SE, all of which have an A9 chip. The iPhone 6s and 6s Plus were introduced in 2015 and are now more...
iphone 12 vs iphone 12 mini

Apple Shifting Some Production From iPhone 12 mini to iPhone 12 Pro to Meet Demand

Wednesday January 20, 2021 8:12 am PST by
Apple has reportedly cut production of the iPhone 12 mini by two million units to create more manufacturing capacity for the iPhone 12 Pro, according to a new Morgan Stanley investment note seen by PED30. Apple is believed to have made the switch for the first quarter of 2021 in an effort to combat continuing lead times for the more popular iPhone 12 Pro. iPhone 12 Pro lead times remain ...
iPhone 13 Notch Feature

iPhone 13 Rumored to Feature Smaller Notch, Pro Model Cameras to Use Larger Image Sensor

Thursday January 21, 2021 1:38 am PST by
Apple's iPhone 13 series will feature a redesigned Face ID system that will allow for a smaller notch at the top of the screen, according to a new report today. The rumor comes via hit-and-miss Taiwanese industry publication DigiTimes, whose supply chain sources also claim that the ultra wide-angle lens in Apple's next-generation iPhones is due for an upgrade. The next-generation iPhones'...
maxresdefault

Video Demos macOS Catalina Running on iPad Pro via x86 Emulation

Thursday January 21, 2021 11:36 am PST by
A video demonstrating macOS Catalina running on a current 2020 iPad Pro has been shared on YouTube, giving us a look at an interesting hack that has a Mac OS up and working on one of Apple's iPads. There's limited information about how the process of getting macOS Catalina on an iPad Pro works, but it uses x86 emulation and was done through the UTM software that allows virtual machines to...
iOS 14

Apple Seeds iOS 14.4 and iPadOS 14.4 Release Candidate to Developers and Public Beta Testers

Thursday January 21, 2021 10:14 am PST by
Apple today seeded the RC version of upcoming iOS 14.4 and iPadOS 14.4 updates to developers for testing purposes, with the new betas coming a week after Apple released the second betas. iOS 14.4 and iPadOS 14.4 can be downloaded through the Apple Developer Center or over the air after the proper profile has been installed on an iPhone or iPad. Paired with the HomePod 14.4 beta that is...
iPhone OIS Feature2

Sensor-Shift Camera Stabilization Rumored to Expand to Entire iPhone 13 Lineup

Wednesday January 20, 2021 7:46 am PST by
The entire iPhone 13 lineup will feature sensor-shift optical image stabilization, compared to only the iPhone 12 Pro Max among current models, according to a brief story preview shared today by Taiwanese publication DigiTimes. "Apple's next-generation iPhones slated for launch in the second half of 2021 will all come with sensor-shift stabilization technology, according to industry...