Gene Munster Still Believes in the Apple Television Set, Thinks 2016 Launch Likely

by

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

Top Rated Comments

Z400Racer37 Avatar
80 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
80 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
80 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
80 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
80 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
80 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

magsafecasedangle

Apple Elaborates on Potential for iPhone 12 and MagSafe Accessories to Interfere With Implantable Medical Devices

Saturday January 23, 2021 2:42 pm PST by
Since the launch of iPhone 12 models in October, Apple has acknowledged that the devices may cause electromagnetic interference with medical devices like pacemakers and defibrillators, but the company has now shared additional information. Apple added the following paragraph to a related support document today:Medical devices such as implanted pacemakers and defibrillators might contain...
Top Stories 44 Feature

Top Stories: 'Thinner and Lighter' MacBook Air, Smaller iPhone 13 Notch, iOS 14.4 Incoming

Saturday January 23, 2021 6:00 am PST by
We continued to hear a lot more about Apple's plans for its Mac lineup this week, including word of a high-end redesigned MacBook Air and the return of an SD card slot as part of the upcoming MacBook Pro redesign. It also sounds like Apple has been working on Face ID for Mac, but it won't be appearing in a redesigned iMac this year as originally planned. This week also saw rumors about the...
bloodoxygenapplewatch

Apple Watch Series 7 Rumored to Feature Blood Glucose Monitoring

Monday January 25, 2021 5:05 am PST by
The Apple Watch Series 7 will reportedly feature blood glucose monitoring via an optical sensor, according to ETNews. The report, which mainly focuses on the blood glucose capabilities of the Samsung Galaxy Watch 4, explains that Apple is intending to bring blood glucose monitoring to the upcoming Apple Watch Series 7 using a non-invasive optical sensor. Measuring blood glucose levels,...
maxresdefault

Microsoft Touts Surface Pro 7 as 'The Better Choice' Over MacBook Pro in New Ad

Saturday January 23, 2021 11:02 am PST by
Microsoft yesterday shared a new ad on YouTube titled "Microsoft Surface Pro 7: The Better Choice," in which the company compares its tablet computer to Apple's 13-inch M1 MacBook Pro, as spotted by MSPoweruser. The ad highlights the Surface Pro 7's touchscreen and included stylus as opposed to only a "little bar" (the Touch Bar) on the MacBook Pro. Other advantages of the Surface Pro 7...
airpods galaxy buds comparison

Samsung Galaxy Buds Pro vs. Apple AirPods Pro

Friday January 22, 2021 2:34 pm PST by
Samsung in January unveiled new flagship Galaxy S21 smartphones and alongside the new phones, introduced the $200 Galaxy Buds Pro, which are priced at $199 and offer Active Noise Cancellation. Subscribe to the MacRumors YouTube channel for more videos. These new Galaxy Buds Pro are clearly designed to compete with Apple's AirPods Pro, so we thought we'd compare the two sets of earbuds in our...
2021 mbp sd slot feature2

Bloomberg: Next MacBook Pro to Feature SD Card Reader

Friday January 22, 2021 7:50 am PST by
Last week, reputable analyst Ming-Chi Kuo outlined his expectations for new 14-inch and 16-inch MacBook Pro models later this year, including the return of the MagSafe charging connector, the removal of the Touch Bar, a new flat-edged design, and the return of more ports built into the notebooks for expanded connectivity. A concept of a modern MacBook Pro with an SD card reader Kuo did not...
time to walk apple watch

Apple Fitness+ Feature 'Time to Walk' Launching Soon With Audio Stories From Special Guests

Saturday January 23, 2021 7:13 pm PST by
Earlier this week, Apple seeded the watchOS 7.3 Release Candidate, which is typically the final beta version of a software update. The release notes for the update list a new "Time to Walk" feature for Apple Fitness+ subscribers, described as "an audio experience in the Workout app where guests share inspiring stories as you walk." Apple Fitness+ subscribers will be able to open the Workout...
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...
q4 2020 mac growth feature

Mac Sales Skyrocketing After M1 Launch

Tuesday January 19, 2021 3:00 am PST by
Apple's worldwide Mac shipments grew massively in the fourth quarter of 2020 after the launch of three new Macs with the M1 chip, according to new PC shipping estimates shared by Gartner. Apple shipped an estimated 6.9 million Macs, up from the 5.25 million it shipped at the same time in 2019, marking significant growth of 31.3 percent. In spite of the growth of Mac sales, Apple remained...
apple time to walk apple watch airpods 01252021 inline

Apple's New 'Time to Walk' Feature Launches Today for Fitness+ Subscribers

Monday January 25, 2021 6:30 am PST by
Apple today officially introduced Time to Walk, a new feature for Apple Fitness+ subscribers with audio stories from influential people that Apple Watch users can listen to with AirPods or other wireless headphones while walking. Time to Walk episodes will be automatically downloaded to the Apple Watch with a Fitness+ subscription, and users can start an episode directly from the Workout...