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.