Apple's New TV Effort May Kick Off This Fall with Focus on Third-Party Apps

[MacRumors]

TechCrunch's MG Siegler reports that Apple indeed appears to be moving closer to making a major push into television, perhaps leveraging the existing iOS-based Apple TV to pursue gaming as a focus point for the initiative.

Xbox founding engineer Nat Brown had noted earlier this week that he believes Apple could destroy the traditional console gaming business by opening up the Apple TV platform to third-party apps, and Valve founder Gabe Newell had expressed similar sentiments several weeks earlier.

But while Siegler has not heard any specific information about how Apple would open up the Apple TV to developers, multiple sources have informed him that something does appear to be brewing for later this year.

I haven't heard anything specific about the SDK, but the chatter about Apple's broader television plans has been picking up. And if that chatter is to believed, something is happening this fall -- likely late fall. As always with Apple, those plans are subject to change (and, in fact, have changed a few times in the past -- see: "Project Sphere"). As you might imagine, content deals remain a bitch, yet remain vital to such a project. But multiple sources suggest everything is finally lining up for this fall.

Siegler goes on to note that he does not know if the effort will include an actual television set at launch, but he argues that it doesn't really matter whether Apple does or not. The key is to bring apps to either the existing Apple TV concept or to new hardware, whether it be a new set-top box or integrated into a television set.

Siegler suggests that under this scenario Apple is likely to hold an event several months ahead of this projected late fall TV hardware launch, using the earlier event to introduce developer tools for the existing Apple TV, although whether that introduction might come mid-year at Apple's Worldwide Developers Conference or at a separate event is unknown.

Earlier this week, analyst Peter Misek claimed that Apple would be holding a television-related product event next month, but the rumor was quickly refuted by The Loop's Jim Dalrymple.

Article Link: Apple's New TV Effort May Kick Off This Fall with Focus on Third-Party Apps

[japanime]

This is getting exciting! I hope they offer the content not just in the United States, but internationally. (Otherwise, I'll use a proxy server.)

[jav6454]

Got my Apple TV and I've got to say, it is really great. I always thought of it as a extra to have, but not essential. I still don't think it's essential, but not an extra anymore. More like a nice companion instead of having to drag my laptop and hook it up to the TV.

BlueTooth keyboard supports rocks.

[charlituna]

Originally Posted by japanime

This is getting exciting! I hope they offer the content not just in the United States, but internationally. (Otherwise, I'll use a proxy server.)

What content they offer will be in the hands of he copyright holders so don't count on it. Expect to be disappointed in terms of getting stuff at the same time as the US, UK or wherever. Then be pleasantly surprised if we get lucky.

[Macman45]

Originally Posted by japanime

This is getting exciting! I hope they offer the content not just in the United States, but internationally. (Otherwise, I'll use a proxy server.)

I just want to know what all this "wonderfulness" is likely to cost? Are Apple going to price this competitively? I think not, and I can't see what they can produce that is likely to tempt folks into spending $KKK on such a TV. Okay, built in ATV functionality, more content etc. BUt I have all these things on my Sony Bravia, and it didn't cost the earth either....I'm interested to see what and how Apple market this...It's unlikely to make me jump though, unless it is sold at a price that mainstream TV's are. My Bravia has full 3D, full smart functionality, content from them, and the other major providers which I don't use as I have an ATV connected to it. What is a 3D capable, smart Apple TV going to cost?

[SandboxGeneral]

If the rumors hold up for later this year, then the "hobby" should move into a more professional realm. Apps (or the lack thereof) on the ATV are certainly the biggest complaint many folks have with it.

[swingerofbirch]

Farting apps for my TV?

I smell another revolution!

[eagandale4114]

Bring on the Dev tools.

[StarPower]

If this happens in the way it seems Apple will do it (revolutionarily, putting their stamp on it, forever changing it), along with rumors of "iWatch", I'm incredibly exciting for the innovative prospects of Apple going forward.

Tim Cook wasn't lying when he told Brian Williams "Don't bet against us".

[Lancer]

Apple TV with apps and online content could be a killer device for their eco-system.

[-AG-]

The only reason that i Jailbreak my current ATV2 is for the Plex.app.

If they can make it a legit app that i can purchase through the app store for say $2.99 I'd be more than willing to do so and wont need to jailbreak anymore either.

Fingers crossed

[BvizioN]

Originally Posted by swingerofbirch

Farting apps for my TV?

I smell another revolution!

I would imagine you are one of these basement console gamers

[Westside guy]

We've enjoyed our Apple TV much more than I thought we would - but third-party apps could make it great.

One app I'd love to see for the ATV is a Plex client.

[NameUndecided]

When articles and people talk about opening the "current" Apple TV to developers, surely they just mean the current form factor, yes? Wouldn't it be necessary for an Apple TV to be considerably upgraded to run apps like games or much anything else that isn't a content menu like Netflix or Hulu?

I don't know the technical bits or what's required, but at the very least, it seems that hard drive size options might be necessary.

[drcreek]

You have to be careful with Jim.

He said they wouldn't hold an event for an SDK. He didn't say they wouldn't be holding one at all!

[Peace]

Originally Posted by coolspot18

How much storage does the current ATV 3 have? Does even have any flash storage for apps?

The Apple TV 3 has 8GB NAND memory

Originally Posted by NameUndecided

When articles and people talk about opening the "current" Apple TV to developers, surely they just mean the current form factor, yes? Wouldn't it be necessary for an Apple TV to be considerably upgraded to run apps like games or much anything else that isn't a content menu like Netflix or Hulu?

I don't know the technical bits or what's required, but at the very least, it seems that hard drive size options might be necessary.

There could be limited apps on the 3rd gen but we don't know the exact specs of the new Apple TV that is supposed to be a silent upgrade. It could have 16 or 32 GB flash memory. Enough to run lots of stuff.

Kind of like the iPad specs.

[bbeagle]

Originally Posted by swingerofbirch

Farting apps for my TV?

I smell another revolution!

What we really need are trolls off these forums.

[swingerofbirch]

Originally Posted by bbeagle

What we really need are trolls off these forums.

I am a venerated member of the MacRumors community, and I stand by my comment.

My comment was a statement on Apple's current thinking. Apple brags about the numbers of applications available for its devices, when most of those applications are low-value, single purpose, repurposed web-sites that would be better as web apps (something Apple has given up on promoting, apple.com/webapps isn't even a mobile site or web app itself). Apple encourages everyone to make an application. Having 750,000 single purpose applications with very limited inter-functionality is a short-term approach to success, not a long-term computing environment for customers. Macs of the 1990s didn't have 750,000 apps and didn't need them. For professionals, a Mac of the 1990s was more extensible and useful than a iOS device of today.

The Web is a useful organization of billions of single-purpose pages that now exchange information with each other and are accessible easily through Google. The App Store doesn't have that type of value.

There are some applications that will be valuable for the Apple TV. But if development for the Apple TV is the type of gold rush, any piece of crap app goes environment of other iOS devices, well, I'm not as excited about it as you may be.

Hence, my non-trolling comment about farting apps coming to the Apple TV.

[Chupa Chupa]

Originally Posted by swingerofbirch

Farting apps for my TV?

I smell another revolution!

It couldn't possibly stink anymore than the crap being pushed through my TV now.

[Nightarchaon]

3D movie support PLEASE apple !!!!

(Also if do do a Proper TV set, lets have it Glasses free 3D 4k, that WOULD be revolutionary)

[Tech198]

Originally Posted by Nightarchaon

3D movie support PLEASE apple !!!!

(Also if do do a Proper TV set, lets have it Glasses free 3D 4k, that WOULD be revolutionary)

You may actually get your wish....... as it would take this long to convince TV networks/movie studios. Hence, why Apple may need something sooner...

Of course, i could be wrong.

[nagromme]

For games to succeed I'd have been tempted to say you need more cutting-edge graphics horsepower, but the Wii saw success for a time based on fun rather than CPU cycles... and I see Real Racing 3 on an iPhone looking pretty darned impressive and running fast.

What you really need is just an SDK and a control method. (Which might be an iPad/iPhone, but that limits the audience.)

And most gaming is "casual" anyway, even if advertising and game journalism focuses on the hard-core niche. (A niche which, if AppleTV is unable to serve it--including a great controller--then that's a reason for traditional consoles to stay around.)

If you subtract games, and stick with the current remote, it would still be nice to have custom apps for all kinds of other content sources. Crackle, non-cable TV networks, Devour, etc.--the kinds of video apps iPad already has but AppleTV lacks. Radio/music/podcast apps too.

[pixelpro]

Watches, TVs, iPads, Maxi/Mini iPhones. An iStorm is brewing in Cupertino.

[extensor]

In addition to existing content and apps, I would like to see Apple include an app like iBooks Author but for TV shows. Making it easy for anyone to produce their own shows and sell them thru iTunes. appleTV Author?

[Mackan]

Coming soon - Angry Birds on your TV, with touch controls from your iPhone/iPad.

Yeehaw. Not really a threat to any console gaming for a long time.