Ex-Apple CEO Sculley Says Apple Has Best Shot To Win TV Market

Ex-Apple CEO Sculley Says Apple Has Best Shot To Win TV Market

1984 — Steve Jobs and John Sculley — Image by Ed Kashi/CORBIS

When Steve Jobs brought John Sculley over to Apple as the new CEO in 1983, he wasn’t really known as a product visionary, but he was one of the best marketing guys on the planet.  He knows how companies can capture a bigger marketshare for themselves, and he thinks that Apple is ready to pounce all over the TV market.

In a recent interview, the ex-CEO explained that Apple has the best chance of any company to take control of consumers’ living rooms, stating it’s “Apple’s game to lose.”

“They own three screens — the mobile phone, tablet and computer — and you can see how important it is to them to own the fourth, which is TV,” said Sculley. “People don’t realize how huge this is. Microsoft wanted the living room, Sony wanted the living room, and so far both have failed.”

Sculley doesn’t have any inside information on what Apple’s plans are for the television, but says that Apple’s ecosystem is what gives them the biggest advantage because it allows them to control the users’ experience and keep things consistent across different devices.

Apple has been rumored to be working on a standard television screen for some time now, that might not be released until 2013. Newer rumors suggest Apple is working with cable companies to use an updated Apple TV as a cable set top box through which all content will be piped through.

  • hanhothi

    “They own three screens…” I don’t think so. Tablet? Yes. Mobile? No, that is Android, like it or not, they sell more. Computer? Hardly, that is still Windows domain. Dream on…..

  • imajoebob

    I know of no one more qualified to comment on an opportunity that Apple can lose…

  • imajoebob

    “They own three screens…” I don’t think so. Tablet? Yes. Mobile? No, that is Android, like it or not, they sell more. Computer? Hardly, that is still Windows domain. Dream on…..

    Really? Who makes “The” Android? What’s the best selling model of Tablet? Smartphone? Notebook? Desktop? Apple. Apple. Apple. Apple. The top model in EVERY category is Apple.

    Sculley’s an idiot, but he’s a well-informed one.

  • Tallest_Skil

    What do you know, Scully; you ran the company into the ground.

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Buster HeinBuster Hein is Cult of Mac's Senior News Editor and lives in Phoenix, Arizona. Twitter: @bst3r.

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