Gene Munster finally concedes that an Apple-branded TV is probably not happening

Apple iTV mockup

The Apple-branded TV was one of the strongest, most repeated rumors to keep surfacing on the ‘net over the last several years, but it looks like one of its strongest supporters is finally conceding.

Following a report from the Wall Street Journal published late on May 18, that Apple had shelved its plans for an Apple-branded TV more than a year ago, Piper Jaffray analyst Gene Munster has released a note that confirms the asset management firm no longer believes the TV is coming. At least, not in the near future.

Munster has been one of the biggest proponents for the fictional TV for quite some time, dating back to before 2012. Indeed, the analyst had predicted launch dates for the Apple TV sometime in 2012, and then 2013, and so forth for each subsequent year. However, that is finally changing, as the analyst admits the product doesn’t appear to be on the horizon at all anymore.

Munster last predicted the Apple-branded TV would show up sometime this year or next, with the analyst suggesting the device would cost $1,500. That didn’t pan out, though, and now Piper Jaffray is ready to throw in the towel.

We have been talking about an Apple television for the better part of the last decade. While it is a small consolation that the article affirms that Apple was actually working on a television during that period, in the end we were wrong in our constant expectation of the product. Originally we had expected that content was the reason for the delay; however, we misidentified the true reason for delay, which was a lack of perceived killer features as reported by the WSJ. We incorrectly assumed that a combination of Siri, FaceTime, a TV app store, and PrimeSense based motion control could be compelling enough as a unique feature set for the device.

Not surprising, but Munster now believes Apple will simply focus on the set-top box Apple TV, which is expected to get debuted with a major refresh at this year’s Worldwide Developers Conference in early June.

Are you surprised that Munster would finally give in on this prediction?

[via Business Insider]