The rear side of Apple TV (2nd generation) (Photo credit: Wikipedia)
Rumors that Apple is planning to introduce a TV have been doing the rounds for years now -- with a number of analysts confidently predicting that they would be available by now -- but one analyst thinks that TVs are old school, and instead the Cupertino giant should get into the remote control business.
Since the iPhone and iPad can wirelessly stream content to a TV attached to an Apple TV set-top box, why not extend this capability, muses Barclays analyst Ben Reitzes.
"With iCloud, we don’t see any reason why Apple wouldn’t eventually allow an iPad to be an interface for the TV -- to perform basic computing tasks with a virtual keyboard like checking emails and calendars, surfing websites, editing your PhotoStream and even chat with iMessage," Reitzes writes. "These tasks would clearly infringe further on tasks usually earmarked for desktops and laptops — and the iPad and Apple TV combination doesn’t even require Apple to get into the TV market".
This, as you might have gathered by now, is no ordinary remote control.
But I think that Reitzes has a point. Rather than try to sell a $2,000 HD TV, Apple could instead leverage the fact that millions of iOS devices out there could be used to extend the capability of any TV with an HDMI port thorough the addition of a $99 Apple TV set-top box. This give people another reason to get into the iOS ecosystem, give Apple a greater foothold in the TV market, while at the same time leaving the floundering TV business to others.
Selling someone a $99 box is easier than selling a $2,000 TV, especially if they already own an iPhone or iPad.
Reitzes doesn't think that an Apple-branded TV will be available any time soon.
"Over time we expect Apple will want to get into the TV market, but not until it is able to negotiate a service offering for TV — building on iTunes and iOS — that revolutionizes the market for enjoying content and computing in one platform," he wrote. "We believe Apple will be patient until it finds the right cable TV partner to work with to promote this vision".
