At long last, after a long wait, an analyst said a plausible news about the soon-to-be announced Apple’s TV. Apple analyst Gene Munster reported Apple’s plan for entering the Television business.

He countered many analysts who used to say that Apple won’t be releasing their television if they can’t provide something new and unique to their product. Gene rather said that Apple is not planning to bury the cable industry but instead they will win the television business through their superb interface.

Users want to have “unbundled” content, or what we may call individual channel. This won’t happen because the cable industry won’t let this happen anytime soon.

Here’s what Gene said in his report:

While many believe content will be the key differentiator for the Apple television, we expect at launch Apple may not necessarily revolutionize the content industry. Ultimately we believe that consumers and Apple want unbundled channels and more options including time shifting to watch content, but note that content owners are hesitant to change. For example on the Disney Mar-12 earnings call, CEO Bob Iger suggested that unbundling channels would make cable bills more expensive. Our take is consumers are willing to pay more for each channel as long as their overall bill goes down (i.e. pay more for fewer channels you actually want). The bottom line is that we believe in five years Apple will have a significant hand in changing how people consume content on their TV. We know the end point, unbundled channels and DVR in the cloud. However this will take time (3-5 years.), and while we believe Apple will innovate on its existing TV content offering at the launch of Apple Television, we caution that the initial offering may more closely resemble the current Apple TV content offering (Netflix, iTunes, and eventually Hulu). As mentioned, we expect at launch the interface will allow users a new way to search, interact and record cable content, which will likely give users the feeling of an improved content offering. We expect to gain more clarity on the specifics of the content offer when we get closer to the launch.

And according to Gene, this is what Apple TV will be known of:

  • Interface. We expect the TV to include Siri and compatibility with third party devices as well as potential integration with content guides, offering consumers improved control which should lead to greater value from their monthly cable subscription. We note that cable companies could charge a fee for consumers to use Apple Televisions ($5-10/month similar to cable box rental fees). Some investors do not believe Apple will be able to gain control of cable interfaces due to advertising on the interface, but we note that the ads are typically house ads and are not significant revenue contributors.
  • Apps/Games. We expect Apple to ultimately enable the App Store so consumers can play games, listen to music, etc. on their Apple Television set. We believe gaming will be of particular interest given the large base of iOS game developers. We believe games could be controlled by voice, iPhone/iPad and eventually motion capture built into the display,
  • Design. We believe the Apple television will include many existing Apple styling cues including aluminum casing and reduction of wires. We expect the design of the TV to make it the stand-out center piece of the consumer’s living room. We expect the TV to be LCD given the high cost of OLED panels.”

Gene expects that Apple TV will arrive any time on the year 2013. He also believes that this will be priced around $1500-$2000 with a screen size of between 42″ to 55″.

What we need now is just Apple confirmation if his speculations are true or just babble. But as what we can see, with just mere speculations, the Apple TV might be AMAZING.

Source: Business Insider