Bloomberg reports that the original creator of iTunes, Jeff Robbin, is allegedly working on Apple’s upcoming TV set. Robbin also helped co-launch the original iPod with Tony Fadell.
The report cites “three people with knowledge of the project” and notes that Robbin’s involvement is “a sign of Apple’s commitment to extending its leadership in smartphones and tablets into the living room.”
Jeff Robbin, who helped create the iPod in addition to the iTunes media store, is now guiding Apple’s internal development of the new TV effort, said the people, who declined to be identified because his role isn’t public.
A famous quote from Walter Isaacson’s Steve Jobs biography tells of how Steve Jobs “finally cracked” the Apple TV set before he died:
‘I’d like to create an integrated television set that is completely easy to use,’ he told me. ‘It would be seamlessly synced with all of your devices and with iCloud.’ No longer would users have to fiddle with complex remotes for DVD players and cable channels. ‘It will have the simplest user interface you could imagine. I finally cracked it.’”
Robbin is a very influential person from Apple’s history who helped make many of the fundamental decisions regarding the beginning of iTunes and the iPod. He understands the consumer market, and there is perhaps no better person for Apple to put in charge of creating a compelling television that’s integrated with iTunes and iCloud.
Analyst Gene Munster recently said that prototype Apple TV sets are already in the works, with Apple reportedly “investing in manufacturing facilities and securing supply for LCD displays.”
While a full-fledged Apple television would definitely be welcomed, there has yet to be any concrete evidence that Apple is working on such a project. The thought that Jeff Robbin is working on such a product definitely says something about the project’s importance to Apple if it does indeed exist.
Alex Heath is a journalist who works for Tech Insider. He’s the former co-host of The CultCast. He has been quoted by the likes of the BBC, KRON 4 News, and books like “ICONIC: A Photographic Tribute to Apple Innovation.” He lives in Lexington, Kentucky. If you want to pitch a story, share a tip, or just get in touch, additional contact information is available on his personal site. Follow him on Twitter.
20 responses to “Apple TV Set Project Allegedly Headed by iTunes Creator Jeff Robbin”
TV? What’s that?
I dont really watch much tv but if apple is behind it I will def give it a whirl
It’s a nice idea that Apple would create and sell the whole TV, however, it might be easier and wiser if the external Apple TV black box would be updated and would provide all the functionality Steve wanted on any existing flatscreen TV. I’m not sure if this would be possible, and it may be that Apple will work out a deal with Sony, Toshiba, etc. to manufacture the TVs to Apple’s specifications. Unfortunately, Samsung won’t be invited to the party as they’ve done a good job of making themselves very unpopular by copying all the work Apple did on the iPhone and iPad. This is really too bad because I think Samsung’s TVs are terrific (I own one of their 46″ matte screen TVs and love it).
Just more filler……
I will be surprised if Apple really starts selling big screens because the economics don’t make sense. Â TVs sell with low margins and must come in many sizes to meet customer needs. Â Also, people don’t want to replace TV screens just to get more features. Â The economics are completely different than they were for PCs, music players, and phones, which all were devices people have been happy to upgrade frequently.
The current AppleTV strategy as a compliment to a screen is much better. Â Siri, apps, games, FaceTime, more content, and all kinds of other features and smarts can be added on a regular basis to AppleTV to encourage regular customer upgrading. Â Apple can capture tons of $$$ from the TV market while letting screens makers sell TVs for low margins, in much the same way that Apple captures smartphone $$$ while letting wireless carriers fight it out to supply voice/data bandwidth.
As with previous iOS products, the AppleTV is set up to vacuum up money by obsoleting some markets – the primary one being game consoles. Â The quality of iOS games is exploding upward, while the prices and purchasing friction stays very low compared to traditional console games.
And as with other iOS products, integration between devices will be a big plus. Â The screen mirroring of iPad 2 and iPhone 4S is a great start in that direction.
The only feature which may be difficult to add with AppleTV as an external box is FaceTime, which will need a camera. Â But maybe the AppleTV form factor can be reworked to sit on top of a TVÂ screen and include the camera.
A thin simple bar shape that could sit on a thin TV without any need for special attachment would be elegant and unobtrusive.
Can’t wait
Do you think the remote controle will be touch ?? LoL
Apple making a television would be the company “jumping the shark”.
An Apple television is Steve Job’s Spruce Goose that can only end in failure for Apple, they should abandon the idea asap.
Interesting features but I wonder how much it will cost