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WSJ: Apple's TV focus changes to putting cable TV in its set-top box
Just in case you thought the often discussed / as yet unseen Apple HDTV rumor mill was dead, you were wrong. The Wall Street Journal is reigniting things this evening, with sources claiming that instead of competing with cable providers by starting up its own IPTV offering, Apple has switched to sweet talking pay-TV providers into offering their content through its box. If you're still looking for a Cupertino-embued display you may be in luck, since the anonymous parties also indicate the set-top box tech it's working on could be integrated with HDTVs. That is still an less than certain path at the moment however, given pay-TV operators current preference to control every element of the experience and relationship with consumers, as well as the split of profits. According to the Journal report, Steve Jobs was "dismissive" of attempts to build a cable box since cable operators each only have limited regional exposure and don't own the content they license from studios. Since then however we have seen a few offerings of cable and satellite TV beyond the box as Microsoft offers Verizon and Comcast apps on its Xbox 360, Samsung has brought providers directly to its smart HDTVs and many providers offer streaming access via iPad or other mobile devices. Still, since the rumor doesn't indicate a deal is inked or even on the way, we wouldn't hold our breath for any or all of the listed possibilities to come true any time soon.
Tim Cook: 2.7 million Apple TVs sold already this year, TV is 'area of intense interest'
Still pontificating onstage at D10, Apple CEO Tim Cook was inevitably queried by Kara Swisher and Walt Mossberg about the ongoing Apple TV rumors, though for now he only referred to the company's existing set-top box. He revealed that Apple sold 2.8 million of the hockey pucks last year and has already moved 2.7 million in 2012. As Steve Jobs did repeatedly before him, he mentioned that TV is something "many people would say that this is an area of their life that they aren't pleased with" and explained Apple's key questions: Can we control the key technology? Can we make a significant contribution beyond what others have done in this area? Will this product be one that we want? Walt pressed for more info and even dug into the Apple TV's limited content offerings, but Cook quickly shut things down (to knowing laughs from the audience) without revealing any plans for a TV set, IPTV service or anything else. He did however say that he doesn't think Apple "has to own a content business", as Netflix, Amazon and Google are developing, indicating that it hasn't had an issue (for the most part) getting content. Check out our liveblog for the minute by minute quotes here.
Poll: Still waiting for the Apple HDTV?
We don't know if an iPad has joined you for some couch computing yet -- or ever -- but reminiscent of its long journey from rumor to release, predictions of an Apple branded HDTV have appeared yet again. Our burning question for this week? Whether or not anyone is still waiting to see if the company makes the jump to such a competitive and often low-profit margin business. So if you can't see Apple mixing it up with the likes of VIZIO at Wal-mart, or can't wait for an improved UI and content experience engineered by the geniuses at Apple, let us know how you think things could go. %Poll-43903%
