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

(View all)
Avatar
99 months ago
Farting apps for my TV?

I smell another revolution!
Score: 18 Votes (Like | Disagree)
Avatar
99 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)
Avatar
99 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)
Avatar
99 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)
Avatar
99 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)
Avatar
99 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)

Top Stories

When Will the iPhone 12 Launch? Here's What We Know

Wednesday September 16, 2020 6:12 am PDT by
Yesterday's "Time Flies" Apple event saw the release of the Apple Watch Series 6, Apple Watch SE, iPad 8, and iPad Air 4, but no new iPhone models. Rumors before the event strongly alleged that it would not see the unveiling of new iPhones, with many reports pointing to an October launch. The lack of new iPhone models yesterday seems to confirm that the iPhone 12 lineup will not appear...

iOS 14 Picture in Picture No Longer Working With YouTube's Mobile Website in Safari [Without Premium]

Friday September 18, 2020 12:21 pm PDT by
Apple in iOS 14 added Picture in Picture to the iPhone, a feature designed to let you watch a video in a small screen on your device while you continue to do other things on the phone. When Picture in Picture was working with YouTube The YouTube app doesn't support Picture in Picture, but up until yesterday there was a functional workaround that allowed videos from YouTube.com to be watched...

Hands-On With the New Apple Watch Series 6 and Apple Watch SE

Friday September 18, 2020 1:19 pm PDT by
Today's the official launch date for the Apple Watch Series 6 and the Apple Watch SE, both of which Apple announced on Tuesday. We picked up a couple of the new models and thought we'd give them a quick look for MacRumors readers thinking of ordering a new watch. Apple Watch Series 6 & Apple Watch SE Hands-On! When it comes to design, both the $399 Series 6 and the $279 SE look just like...

Here's How You Can Download iOS 14 and iPadOS 14 Around the World [It's Out]

Wednesday September 16, 2020 2:36 am PDT by
Apple's official public release of iOS 14 and iPadOS 14 dropped on Wednesday, September 16, just a day after the company released the Golden Master to third-party developers. Also set to be made available to the general public for the first time are watchOS 7 and tvOS 14. Getting Started With iOS 14 Video Click image to watch iOS 14 Getting Started While that's left a lot of developers...

Apple Releases iOS 14 and iPadOS 14 With Home Screen Redesign, App Library, Compact UI, Translate App, Scribble Support, App Clips, and More

Wednesday September 16, 2020 12:48 pm PDT by
Apple has released iOS 14 and iPadOS 14, the newest operating system updates designed for the iPhone and iPad. As with all of Apple's software updates, iOS 14 and iPadOS 14 can be downloaded for free. iOS 14 is available on the iPhone 6s and later, while iPadOS 14 is available on the iPad Air 2 and later. The updates are available on all eligible devices over-the-air in the Settings app. To ...

iOS 14.2 Beta Adds New Shazam Music Recognition Feature for Control Center

Thursday September 17, 2020 3:36 pm PDT by
Apple today released the first beta of iOS 14.2 to developers for testing purposes, and the new update introduces a Music Recognition control for the Control Center. The new feature lets you discover music playing around you and it recognizes the music playing with in apps, even when you're wearing AirPods. Songs pop up as notifications, and you can tap to listen in Apple Music....

Apple Updates AirPods 2 and AirPods Pro Firmware to Version 3A283

Monday September 14, 2020 11:24 am PDT by
Apple today released new 3A283 firmware updates for the second-generation AirPods and the AirPods Pro. The second-generation AirPods are being updated from the 2D15 firmware they were previously running, while the AirPods Pros are being updated from the 2D27 firmware they had installed previously. Apple does not provide details on what's included in refreshed firmware so we don't know what's ...

Rumor Report Card: Assessing the Accuracy of Leaks After Apple's Event

Friday September 18, 2020 12:57 pm PDT by
Apple hosted its virtual "Time Flies" event this week, where it introduced four new products, including the Apple Watch Series 6, lower-cost Apple Watch SE, a 10.9-inch iPad Air with an all-screen design, and an updated 10.2-inch iPad with a faster A12 Bionic chip. As expected, there were no new iPhones, which are believed to be coming in October instead. Apple also announced that it will be ...

Epic Games Announces 'Fortnite: Save the World' Will No Longer Be Playable on macOS

Friday September 18, 2020 4:50 am PDT by
Epic Games has announced that "Fortnite: Save the World" will no longer be playable on macOS, after Apple terminated Epic Games' developer account. Fortnite has been in violation of the ‌App Store‌ rules since August 13, when it introduced a direct payment option that skirted Apple's in-app purchase system by allowing payments directly to ‌Epic Games‌. Shortly after Epic blatantly...

Deals: Cellular Carriers Introduce First Offers on Apple Watch Series 6 and SE

Friday September 18, 2020 7:43 am PDT by
With the launch of the Apple Watch Series 6 and Apple Watch SE today, cellular carriers have now introduced special offers for these new wearable devices. Note: MacRumors is an affiliate partner with these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. Starting with AT&T, if you buy one Apple Watch Series 3, Series...