Apple's New TV Effort May Kick Off This Fall with Focus on Third-Party Apps

TechCrunch's MG Siegler reports that Apple indeed appears to be moving closer to making a major push into television, perhaps leveraging the existing iOS-based Apple TV to pursue gaming as a focus point for the initiative.

Xbox founding engineer Nat Brown had noted earlier this week that he believes Apple could destroy the traditional console gaming business by opening up the Apple TV platform to third-party apps, and Valve founder Gabe Newell had expressed similar sentiments several weeks earlier.

But while Siegler has not heard any specific information about how Apple would open up the Apple TV to developers, multiple sources have informed him that something does appear to be brewing for later this year.

I haven’t heard anything specific about the SDK, but the chatter about Apple’s broader television plans has been picking up. And if that chatter is to believed, something is happening this fall — likely late fall. As always with Apple, those plans are subject to change (and, in fact, have changed a few times in the past — see: “Project Sphere”). As you might imagine, content deals remain a bitch, yet remain vital to such a project. But multiple sources suggest everything is finally lining up for this fall.

Siegler goes on to note that he does not know if the effort will include an actual television set at launch, but he argues that it doesn't really matter whether Apple does or not. The key is to bring apps to either the existing Apple TV concept or to new hardware, whether it be a new set-top box or integrated into a television set.

apple_tv_2012_interface
Siegler suggests that under this scenario Apple is likely to hold an event several months ahead of this projected late fall TV hardware launch, using the earlier event to introduce developer tools for the existing Apple TV, although whether that introduction might come mid-year at Apple's Worldwide Developers Conference or at a separate event is unknown.

Earlier this week, analyst Peter Misek claimed that Apple would be holding a television-related product event next month, but the rumor was quickly refuted by The Loop's Jim Dalrymple.

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

Top Rated Comments

swingerofbirch Avatar
105 months ago
Farting apps for my TV?

I smell another revolution!
Score: 18 Votes (Like | Disagree)
jav6454 Avatar
105 months ago
Got my Apple TV and I've got to say, it is really great. I always thought of it as a extra to have, but not essential. I still don't think it's essential, but not an extra anymore. More like a nice companion instead of having to drag my laptop and hook it up to the TV.

BlueTooth keyboard supports rocks.
Score: 7 Votes (Like | Disagree)
gijoeinla Avatar
105 months ago
Seriously -- apps coming to Apple TV without a doubt would become a game changer in the CONTENT distribution business. If -- if in fact the content kings are fighting the prospects of a proposed paradigm shift towards "al la carte" programming -- that fight could deflated by a mass market device.. Think about it..

If ANY developer could in fact create an app that delivers "original" or "licensed" product -- what would Apple potentially need network or licensed programming per say. Plus -- plus it would in a way make the App Store a type of "you tube" like marketplace -- where anyone literally could develop an app to deliver content..

Studios are you listening? I happen to work for one of the majors.. Apples iOS user base is just north of 500 mil and growing. Add a real Apple TV that is content loaded -- seriously HOLY ****-AH! Plus what would stop Apple itself or an acquired property from bringing or making its own content deals -- even though Apple claims it wouldn't do -- I call BS on that..

Content is king.. Mark my words -- the value of content will soon start to accelerate -- deals like NFL, NBA, etc etc.. All the players - Apple, Google, Microsoft, etc know all to well that it's the content stupid.. And yea software in my world is considered content.....

Apple TV unlocked could blow the lid off the way content gets distributed -- frankly the dynamics of this delivery will ultimately force Hollywoods hand..

I'm wrong? Tell that to the music industry... ;)
Score: 5 Votes (Like | Disagree)
Mackan Avatar
105 months ago
Coming soon - Angry Birds on your TV, with touch controls from your iPhone/iPad.

Yeehaw. Not really a threat to any console gaming for a long time.
Score: 5 Votes (Like | Disagree)
Zunjine Avatar
105 months ago
Dalrymple repudiate what Misek said. Given each of the party's reputations, that means Misek is refuted.

Nope.
Score: 3 Votes (Like | Disagree)
FirePhantom Avatar
105 months ago
I can't wait for this. I want BBC iPlayer, ITV Player, and 4oD apps. AirPlay-ing these from my iPad just doesn't cut it.
Score: 3 Votes (Like | Disagree)

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