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iTV — The TV You Have Been Waiting For From Apple


An Apple products follower would know that Apple has been working for some time now on a new technology to deliver video to televisions. Steve Jobs wanted to provide his customers with a product that will get their mouth running. Jobs wasn’t aiming at just another TV, but THE TV, a completely redesigned, use-friendly UI instead of customers having to go  through the hassle of flipping through remotes and cables going in and out everywhere, a TV that you can sync to your other iDevices via iCloud. He was looking for simple yet creative.

And as a Steve Jobs follower, you must have also heard about his biography that commemorates such a brilliant, innovative mind and Jobs’ major contributions to the world of technology. The biography is now is available now on iTunes and Amazon for Jobs fans to purchase and enjoy.

In his biography, complied by Walter Isaacson, he talked about Apple TV and you’ll read that very quote “I’ve finally cracked the TV” and that will probably be the source of rumors for the next few months.

‘I’d like to create an integrated television set that is completely easy to use,’ [Jobs told Isaacson]. ‘It would be seamlessly synced with all of your devices and with iCloud.’ No longer would users have to fiddle with complex remotes for DVD players and cable channels. ‘It will have the simplest user interface you could imagine. I finally cracked it.’

What you have just read is somehow different and a lot more specific and certain from what Jobs said about Apple’s TV last year.

In an interview held last June at the D8 Conference with ex-Apple CEO, Steve Jobs, he spoke at some length about the problems the company faces when dealing with the television industry due to the lack of a “viable-go-to market strategy.” Ex-CEO explained that with the television industry providing a set-top box for everyone, innovation is undermined in this sector, and that the only way this is going to change is if Apple starts from scratch redesign the box in an appealing way to the customer. But right now, there is no way to do this. He said that the problem with this industry is not the technology but the go-to market strategy, and for that reason, Apple TV is a hobby.

We’re still not clear as to how exactly would Apple “tear up the set top box” and start from scratch. One theory and this could be what Jobs meant be “I cracked it” is that Apple could build a layer that sits on top of Cable boxes, iCloud and anyone else who wants to get in your TV. It would have one consistent UI for all of your TV needs.

This way Apple will control the Cable TV input replacing the set top box. Instead of grabbing the TVGuide from the cable companies, Apple could pull the TV schedules from Titan, Gist or other service and put a clean, simple, consistent UI over top of it.

Jobs still had another problem:

Then you get into another problem. Which is there isn’t a cable operator that is national. There is a bunch of cable providers. There isn’t like a GSM standard like with phones. Every country has different standards, different government approvals. It’s very balkanized. I’m sure smarter people than us will figure this out. That’s why when we say Apple TV as a hobby we use this phrase.

Apple is still facing a lot of problems with the Apple TV. So probably we shouldn’t expect a near release or so (rumored to be in 2013). We haven’t so far heard about a product test from Apple. However, we the way Apple going at it, we should expect greatness in a TV. Case in point is the iPhone. It really is like no other.

(Source: 9to5mac)

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