Apple’s Planned TV Is ‘Elephant in the Room’ At CES [CES 2012]

Apple’s Planned TV Is ‘Elephant in the Room’ At CES [CES 2012]

For a company not officially at the Las Vegas-based CES, Apple sure does have a huge presence. Not only is the tech giant molding the smartphone and gadget exhibits, but the Cupertino, Calif. firm also overshadows video vendors. Indeed, Apple’s planned entry into the TV business is ‘the elephant in the room’ at the massive technology trade show.

Despite dramatic developments in the video sector, including OLED designs that put traditional LED TVs on a diet, and ultra high-resolution displays that far outdistance current 1080p, most of the talk surrounds Apple’s rumored entry into the TV market. Brian White, analyst with Ticonderoga Securities, tells investors Japanese-based Sharp will provide the display for an Apple television. White makes the claim after speaking with industry insiders.

White believes the move could add an additional $102 million just this year to Apple’s already surging revenue. He believes any product will include the Siri voice-recognition system, as well as FaceTime — all powered by Apple’s iOS mobile operating system. Of course, White previously predicted Apple would unveil a TV by the end of 2011, but what’s a few months when you are talking about $102 million?

Just what will the Apple TV look like whenever it does appear? Sharp is set to unveil a so-called “4K LED TV” (four times the resolution of current 1080p) sometime in 2012 and is already designing an 8K version. Talk of an Apple TV is also pushing potential rivals Samsung and LG to introduce flatter and thinner sets thanks to OLED technology. Meanwhile, Toshiba is also thinking ahead, preparing a version of 3D TV that no longer needs those annoying glasses.

What is crystal clear is that Apple is on the verge of remaking another media industry. Soon, consumers won’t be able to walk into a living room without encountering what’s become a ubiquitous brand.

Related
  • iAidan

    1 It cant be called “iTV”
    2. Apple has designed a tv already http://www.apple.com/appletv/
    3. It is not at CES

  • Vuong Duc Cuong

    I dont think Siri voice recognition will appear in iTV, as users have to say out loud at iTV, not sure Siri can distinguish user voice or movie sound 

  • Mitch McKee

    That problem is already being worked on, and possibly fixed. Built in sensors are essentially “teaching” microphones to ignore sounds coming from the TV and to treat them as white noise. I wish I had a link, but I don’t. Besides, a TV with Siri built in would most likely be a TV that connects to your iPhone or iPad and uses the device plus Siri as a remote.

  • Mitch McKee

    That problem is already being worked on, and possibly fixed. Built in sensors are essentially “teaching” microphones to ignore sounds coming from the TV and to treat them as white noise. I wish I had a link, but I don’t. Besides, a TV with Siri built in would most likely be a TV that connects to your iPhone or iPad and uses the device plus Siri as a remote.

  • Aj Tk427

    Ok, so here’s my only issue with this.  The iPhone and iPad and iPod have been rampantly successful because:
    Great design, UI
    Great Ecosystem
    AND relatively affordable

    The great ecosystem has come from the fact that so many people have them, i.e. developers have people to sell there apps to.

    8K is a pipe dream, that’s uber prototype look what we can do, oh you want this send us a few hundred grand

    4K while coming out now, is still going to be major expensive (5 to 8 grand???) along with OLED, and as such, nobody knows yet which will be the dominate product, who wants to buy a 4K TV, when in 2 years OLED is the defacto winner.

    Apple will not dominate with a TV using either of these display types.
    So lets say Apple does chose 4K, Apple holds event to launch the new iTV (I know they won’t call it that, no more posts about that) 4K display, iOS, Siri and motion control… AWESOME, Drool worthy!!!!

    Cost 5 to 8 grand!!!
    Guess what, this becomes a pipe dream for the majority of people, sure it’ll sell to a few, but it’s not going to sell like iPhone and iPad, and Apple will not enter the market with a TV that won’t sell like that.

    Second reason you won’t see that tech, Apple will dominate the TV Market because they will hopefully come up with a way to get your TV on there, however they do that, a la Netflix like subscription, integrated with your cable company whatever, that will be the game changer.

    In order for the uber amounts of money that Apple would have to invest in both the TV development and to secure the rights to that kind of content they need to sell a lot of iTVs

    So my bet on the iTV or ATVS (S super omg I must have one of these)
    Siri
    Voice and Motion control with Facetime (that will work in typical Apple form, not like Samsungs which I’ve heard is pretty weak)
    Apps, lots and lots of Apps
    Top of the line LED (not 4K, 8K or OLED)
    And major content deal

    But that’s just my 2 cent rant.

  • sir1jaguar

    Ok, ok, ok…

    Istupid, izombie, iturds, ifans settle down…

    To make it short, newton means – theres no big advancement will happen, it will just be a refinement whatsoever by Apple but theres no really wow factor like .2 inch oled super advance panel or very unique sound system.

    If apple will release a tv, they will buy all the parts (components from samsung, sharp, lg, sony, etc) from asia and will be manufactured there too – WHERES THE ORIGINALITY AND ADVANCEMENT, NOT FROM APPLE BUT FROM THOSE TECHNOLOGY MANUFACTURER…

    ALL THESE IMORON KEPT ON DEFENDING APPLE EVEN 100% OF THEIR PRODUCTS CAME ALL FROM ASIA – NOT FROM USA…

  • ZeeKazim

    Do you have to be offensive when you talk to prove a point?
    Dude, you have a serious problem.. Get a life!

About the author

Ed SutherlandEd Sutherland is a veteran technology journalist who first heard of Apple when they grew on trees, Yahoo was run out of a Stanford dorm and Google was an unknown upstart. Since then, Sutherland has covered the whole technology landscape, concentrating on tracking the trends and figuring out the finances of large (and small) technology companies.

(sorry, you need Javascript to see this e-mail address)| Read more posts by .

Posted in News | Tagged: , , , , , , |