There's been rampant speculation that Apple's secretly working on its own television, often referred to as iTV, for quite some time. One thing the rumors and speculation hasn't provided is a probable release date. Some analysts have predicted a release date as early as later this year, but at least one analyst isn't so sure we'll see an Apple-branded television that soon.
According to a report at BGR, Mark Moskowitz, an analyst at JP Morgan, isn't expecting an iTV release until 2014. In a note to investors, Moskowitz gave a bearish market outlook for iTV unless Apple changes some of the traditional interface features of televisions. Moskowitz hinted that Apple may be better off updating its set top box, Apple TV, to provide an enhanced television experience for viewers.
We are not sure that the Apple premium could prevail in the TV market, unless there is a radical change of the user interface, integration of the TV programming and data content, and use of gesture or voice control. ... We believe Apple can design a smarter set top box to manage all components behind the end user’s TV experience, as well as eliminate the oft-cumbersome user interface provided by the cable and satellite operators.
While Moskowitz's predictions may be accurate, Apple already has the technology to meet his prerequisites for a successful television. The company has a voice control platform in Siri, and its interfaces on the iPhone and OS X have been lauded by consumers. Given the company's penchant for elaborate announcements, it's hard to imagine Apple announcing a television that didn't attempt to change the traditional television interface in some way.