Apple Television: Analyst Believes ‘If’ Has Been Decided And Now The Question is ‘When’

Piper Jaffray analyst Gene Munster is fairly confident that Apple will unveil a Television set late this year, and put it on sale by the first half of 2013.

His increased confidence comes after analyzing information from component suppliers and listening to Tim Cook’s comments at the D10 conference a few days ago.

In a research note to the firm’s clients, Munster said that the Apple Television is now just a matter of ‘when.’ The ‘if’ has already been decided.

“The bottom line is that evidence including our checks this week and over the past two years with component suppliers, Tim Cook’s D10 interview, Steve Jobs’ biography, and third party reports all point to Apple working on a television.” 

He even laid out some of the specifics of the Television in the note. He expects the Apple Television to measure somewhere between 42 and 55 inches, with its price falling in the $1,500-$2,000 range.

Munster believes that rather than dramatically changing the content delivery aspect of television, Apple would focus on revolutionizing the television interface, an area where it has complete control. It would take Apple at least three to five years to get content owners and producers on the same boat. In the meantime, Munster says, Apple may take the help of services like Netflix, Hulu and iTunes to provide a broad range of content.

Apple Insider reports:

Munster also believes that an Apple television would have its own App Store for games, music, video and other content. He sees users interacting with these applications through their voice, an iPhone or iPad, and potentially even motion capture built in to the display.

Apple Television mockup

Apple would most likely skip OLED screens, and instead go with LCD displays due to cost issues.

Even if Apple captures a tenth of the “connected TV” market, it could potentially increase its revenues by 4 to 8 percent.

See also: Apple might unveil an OS for Television Set at WWDC.

Like this post? Share it!

  • Hmmm?

    I still fail to see the point in an actual Apple TV. In the past year and a half they have sold a couple million (I believe its around 5-7 million) Apple TV boxes, which cost around $99-$120. How do they plan on selling even that amount on a TV which would at least cost 100 times more than the Apple TV box?

    • Tristan Marsh

      Are you suggesting it is going to cost $9,900 – $12,000 for an AppleTV-integrated-Apple-branded LCD TV? I don’t think Apple RDF is strong enough to convince even themselves something that expensive would sell when consumers could just buy a $500 equivalent LCD and a $99 Apple TV

      • Brian

        Damn Tristan, you beat me to that!

  • Jays_on

    Shouldn’t the title be “IT” has been decidedv not “IF”?