Apple Has Major Plans for AppleTV and the Future of Television

By: Kuljit Grewal  |   August 19th, 2012   |   Apple, Business, Gadgets, News

Although far from a being available anytime soon, the WSJ has some incredible news regarding what Apple plans as the replacement to their current AppleTV. According to the aforementioned piece, Cupertino, California-based Apple is looking to create a new set-top device that will bring live and popular content on-demand viewing.

 

The proposition would offer viewers the ability to begin the latest episode of their favourite show within minutes of its live airing thanks to a digital video recorder (DVR) that stores content on the internet or in Apple’s case their glorious cloud. As for the user interface, the report indicates that the look and feel would be similar to that of the iPad and its rounded square icons. The result would be an easy and intuitive way for viewers to watch their favourite programming.

 

The ability to watch current TV at any time is nothing new to Time Warner Cable, who have introduced the feature the feature on a limited basis. Time Warner is one of the entertainment companies Apple is in discussions with regarding the extension of additional and existing rights for the box to do its thing.

 

Another consideration that has to be mentioned is the fact that cable companies are very reluctant to allow Apple to establish any type of footing in their industry. Reliance on an outside party, particularly one with the clout of the world’s most valuable firm can be a risky proposition, especially considering the importance of the bottom line for many cable players.

 

There is little doubt however, that Apple’s proposed device could change TV in a way the company has done with music. The set-top box would allow viewers to watch any of the current season’s episodes as well as provide them access to past seasons which are already available on iTunes. The news of Apple’s TV plans aided its stock reach an all-time high (TQ was on it).