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

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 (Don't Buy)

Popular Stories

iphone 16 pro ghost hand

5 Reasons to Skip This Year's iPhone 17 Pro

Thursday July 10, 2025 4:54 am PDT by
Apple will launch its new iPhone 17 series in two months, and the iPhone 17 Pro models are expected to get a new design for the rear casing and the camera area. But more significant changes to the lineup are not expected until next year, when the iPhone 18 models arrive. If you're thinking of trading in your iPhone for this year's latest, consider the following features rumored to be coming...
apple tv 4k new orange

New Apple TV Expected Later This Year With These New Features

Saturday July 12, 2025 3:09 pm PDT by
A new Apple TV is expected to be released later this year, and a handful of new features and changes have been rumored for the device. Below, we recap what to expect from the next Apple TV, according to rumors. Rumors Faster Wi-Fi Support The next Apple TV will be equipped with Apple's own combined Wi-Fi and Bluetooth chip, according to Bloomberg's Mark Gurman. He said the chip supports ...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Coming Soon With These 16 New Features

Friday July 11, 2025 12:40 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are only two months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models. Latest Rumors These rumors surfaced in June and July:A redesigned Dynamic Island: It has been rumored that all iPhone 17 models will have a redesigned Dynamic Island interface — it might ...
macbook pro blue green

M5 MacBook Pro No Longer Coming in 2025

Thursday July 10, 2025 12:38 pm PDT by
Apple does not plan to refresh any Macs with updated M5 chips in 2025, according to Bloomberg's Mark Gurman. Updated MacBook Air and MacBook Pro models are now planned for the first half of 2026. Gurman previously said that Apple would debut the M5 MacBook Pro models in late 2025, but his newest report suggests that Apple is "considering" pushing them back to 2026. Apple is now said to be...
iphone 16 pro pro max

iPhone 17 Pro Models With BOE Displays Will Be Sold in China Only

Thursday July 10, 2025 11:59 pm PDT by
iPhone 17 Pro and iPhone 17 Pro Max models with displays made by BOE will be sold exclusively in China, according to a new report. Last week, it emerged that Chinese display manufacturer BOE was aggressively ramping up its OLED production capacity for future iPhone models as part of a plan to recapture a major role in Apple's supply chain. Now, tech news aggregator Jukan Choi reports...
Apple Watch Ultra 2 Complications

Apple Watch Ultra 3: What to Expect

Sunday July 13, 2025 10:30 am PDT by
The long wait for an Apple Watch Ultra 3 is nearly over, and a handful of new features and changes have been rumored for the device. Below, we recap what to expect from the Apple Watch Ultra 3:Satellite connectivity for sending and receiving text messages when Wi-Fi and cellular coverage is unavailable 5G support, up from LTE on the Apple Watch Ultra 2 Likely a wide-angle OLED display that ...
apple wallet drivers license feature iPhone 15 pro

Apple Says iPhone Driver's Licenses Will Expand to These 8 U.S. States

Tuesday July 8, 2025 11:26 am PDT by
In select U.S. states, residents can add their driver's license or state ID to the Wallet app on the iPhone and Apple Watch, providing a convenient and contactless way to display proof of identity or age at select airports and businesses, and in select apps. Unfortunately, this feature continues to roll out very slowly since it was announced in 2021, with only nine U.S. states, Puerto Rico,...
iPhone 17 Air Colors Thumb 2

iPhone 17 and iPhone 17 Air Rumored to Come in These 9 Colors

Friday July 11, 2025 12:30 am PDT by
The iPhone 17 and iPhone 17 Air will be available in a total of nine color options, according to new information coming out of Asia. The iPhone 17 Air's expected color options. According to the leaker going by the account name "yeux1122" on the Korean blog Naver, accessory manufacturers are now producing camera protector rings for the iPhone 17 and iPhone 17 Air in colors to match their...

Top Rated Comments

Z400Racer37 Avatar
138 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
138 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
138 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
138 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
138 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
138 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)