After numerous failed attempts at predicting Apple's first foray into television sets, Piper Jaffray analyst Gene Munster has not yet given up hope that the company will deliver. During an interview at Business Insider's 2014 Ignition Conference earlier this month, Munster made yet another prediction on the rumored Apple technology, citing a two-year wait for Apple's own television set.

Munster regarded this year's prediction as an "annual penance" for being consistently incorrect in guessing the release date for Apple's rumored television set. Instead of the usual one-year prediction Munster has been throwing out the past few years, the analyst looked into the past to further support his two-year suggestion for Apple's next big product.

Screenshot (38)

"Apple takes a long time in-between products. If we look back over the last decade, it's 3-6 years between major products. And so, ultimately the Watch is what hit this year, they're gonna refine that next year along with payments. And then that probably gets us into 2016 as more of a time frame for the actual television."

Though it may seem a bit behind the game for Apple to launch a television set when connected TVs are already becoming ubiquitous and prices continue to decline, Munster looks at the lack of innovation and the true potential of Apple entering the market as significant positives for the company.

"So far the connected TV market really hasn't done much, they sell a lot of units but people don't really use the connected TV part unless they're accessing Netflix. So the concept of what the opportunity can really hold around connected TVs hasn't even been tapped, so they haven't missed out on anything."

Business Insider went on to ask Munster about the potential market gains Apple would see if they entered into the television set space. Munster addressed the current plateauing market of around 220 million TVs sold every year, hypothesizing that if Apple captured 10 percent of that market (Apple currently has 20 percent of the smartphone market) it could possibly sell around 22 million TV sets per year. Munster thinks that that market size is "big enough that it could be a 5 or 10 percent addition to the overall size of Apple."

Finally, Munster addressed the price of the possible Apple TV set, thinking it could run around $1,500, or "about double a comparable sized TV." Rumors began swirling around an Apple TV set a few years ago, particularly after Steve Jobs himself hinted at a breakthrough in his authorized biography published shortly after his death in late 2011. Rumors have been mostly quiet in recent months, however, as attention has turned away from a TV set or even a revamped set-top box and toward the imminent launch of the Apple Watch.

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

Top Rated Comments

Z400Racer37 Avatar
86 months ago
Can we PLEASE just get a box with gaming and iCloud sync for god's sake??? Seriously, how does Amazon beat us to this??
Score: 7 Votes (Like | Disagree)
Michael Scrip Avatar
86 months ago
Personally I wouldn't want "smart" hardware integrated into a TV anyway. If we've learned anything... it's that things change waaay too fast. File formats get added, processors get faster, etc.

I just want a "dumb" screen and then a cheaper box that I could swap out as needed. Screens don't change very often... but playback hardware certainly does.

Apple has had the right idea all these years by making the AppleTV a separate box that you add to whatever TV you happen to have. It's a lower barrier of entry.

Sadly... Apple has let the AppleTV languish for a long time. I hope they're working on new and exciting things.

And I hope one of those things is gaming. Apple has impressive hardware and a popular app store. And they certainly have developer support. All they need is a nice gaming controller and a new SDK. It wouldn't replace an XBox, Playstation or Wii... but it could certainly add some extra value to the AppleTV.

Imagine a $100-150 AppleTV with the iPad's A8X processor and affordable games that you buy right from your couch. Every kid would be shouting for that. And at such a low cost... it would appear in millions of homes.

I believe there's a space between $400 consoles with $60 games... and mobile devices and $1 games. Apple has all the pieces to slide into that space... and maybe even dominate it.
Score: 5 Votes (Like | Disagree)
0098386 Avatar
86 months ago
Can we PLEASE just get a box with gaming and iCloud sync for god's sake??? Seriously, how does Amazon beat us to this??

Us?
Score: 5 Votes (Like | Disagree)
2457282 Avatar
86 months ago
I agree with the sentiment already stated before my posting. I want a better Apple TV box. One that has an app store and that does not require a cable subscription to use it. One with an SDK for developers to build apps for and contollers that allow some level of gaming. I dont want a TV. I want a High Def Display in the size of my choice. An integrated TV approach is not what I want. IMHO what I want is actually doable if Apple wanted to do anything. An integrated TV is more complicated and harder to sell.
Score: 3 Votes (Like | Disagree)
TuffLuffJimmy Avatar
86 months ago
There's no money in the television business... what could an Apple television do that an Xbox or similar cannot do? There's no way Apple could get the large margins they're used to with a TV set.
Score: 3 Votes (Like | Disagree)
thebeans Avatar
86 months ago
There will not be an Apple Television in 2016 or 2015 or any other year. It is not going to happen. Ever.
Score: 3 Votes (Like | Disagree)

Top Stories

REC ASA CODE2016 20160601 205816 2745

Elon Musk Reportedly Demanded to Become Apple CEO as Part of Potential Tesla Acquisition [Update: Musk Denies]

Friday July 30, 2021 9:04 am PDT by
Tesla CEO Elon Musk reportedly once demanded that he be made Apple CEO in a brief discussion of a potential acquisition with Apple's current CEO, Tim Cook. The claim comes in a new book titled "Power Play: Tesla, Elon Musk and the Bet of the Century," as reviewed by The Los Angeles Times. According to the book, during a 2016 phone call between Musk and Cook that touched on the possibility of ...
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...
iPhone 13 Always On Feature

iPhone 13 to Bring Over a Major Feature From the Apple Watch

Wednesday July 28, 2021 2:21 am PDT by
Apple's upcoming iPhone 13 lineup will feature an always-on display akin to the Apple Watch Series 5 and Series 6, according to recent reports. In his weekly Power On newsletter, Bloomberg journalist Mark Gurman, who often reveals accurate insights into Apple's plans, said that the iPhone 13 may feature an Apple Watch-inspired always-on mode. The Apple Watch Series 5 and Apple Watch...
duracell battery bitter coating

Apple Says Don't Buy AirTag Replacement Batteries With Bitter Coating

Wednesday July 28, 2021 11:08 am PDT by
Since AirTags were just released earlier this year and are expected to have a year-long battery life, it may be some time yet before AirTag users need a replacement battery, but when the time comes for a refresh, Apple is warning customers not to buy batteries with a bitter coating. AirTags use coin-shaped CR2032 batteries, which happen to be a size that's easy to swallow. Some battery...
a15 chip

iPhone 13 and Redesigned MacBook Pro Chip Production Hit With Gas Contamination

Friday July 30, 2021 5:44 am PDT by
The most important TSMC factory that manufactures Apple's chips destined for next-generation iPhone and Mac models has been hit by a gas contamination, according to Nikkei Asia. The factory, known as "Fab 18," is TSMC's most advanced chipmaking facility. TSMC is Apple's sole chip supplier, making all of the processors used in every Apple device with a custom silicon chip. Industry...
apple rtp land

Apple Preparing to Occupy 200,000 Square Feet of Temporary Space Ahead of New $1 Billion North Carolina Campus

Thursday July 29, 2021 9:14 am PDT by
Back in April, Apple announced a $430 billion investment over the next five years to create more than 20,000 new jobs as the company continues to expand. One significant piece of that plan is a new engineering and research center in North Carolina where Apple will be investing over $1 billion and hiring at least 3,000 employees. Assemblage of seven properties in Research Triangle Park owned by ...
Apple Leak Feature

Apple Demands Leaker Reveals Sources Under Threat of Being Reported to Police

Wednesday July 28, 2021 6:53 am PDT by
Apple has sent a cease and desist letter to a leaker based in China as part of its continuing attempts to curtail leaks of unreleased products, according to Vice. A Chinese citizen who shared images of stolen Apple prototypes on social media was sent a warning letter from Fangda Partners, Apple's law firm in China, on June 18, 2021. An extract from the letter read:You have disclosed without ...
macos monterey tidbits feature copy

Apple Releases New macOS 12 Monterey Public Beta

Wednesday July 28, 2021 10:19 am PDT by
Apple today seeded the third public beta of the macOS 12 Monterey beta to public beta testers, allowing non-developers to test the new macOS Monterey software ahead of its public release. The third beta comes two weeks after Apple released the second macOS Monterey public beta. Public beta testers can download the macOS 12 Monterey update from the Software Update section of the System...
iOS 15 General Feature Purple

Apple Releases New Public Betas of iOS 15, iPadOS 15, watchOS 8, and tvOS 15

Wednesday July 28, 2021 10:16 am PDT by
Apple today seeded the third betas of iOS and iPadOS 15 to public beta testers, allowing non-developers to download and test the new updates ahead of their fall release. The third public betas come two weeks after Apple released the second public betas. Public beta testers who have signed up for Apple's beta testing program can download the iOS and iPadOS 15 updates over the air after...
nothing ear 1 buds 1

Nothing 'Ear (1)' True Wireless Earbuds Launch to Take on AirPods Pro With ANC and Unusual Design for $99

Tuesday July 27, 2021 7:57 am PDT by
Nothing, a new brand from OnePlus founder Carl Pei, has today officially launched the "Ear (1)" true wireless earbuds after months of anticipation around the company's AirPods Pro rival. The Ear (1) features an in-ear design, Active Noise Cancelation, Bluetooth 5.2, IPX4 water resistance, and a charging case with Qi-compatible wireless charging and a USB-C port. Fast pairing is supported on...