The latest iteration of the Apple TV rumors claim the company is working on a design in conjunction with Sharp to produce something called the iTV.
So immediately there is a problem.
If Apple is ever going to have an issue with a trademark, it will be with this one. Besides being a moniker for "interactive TV," it also means "Independent TV," and is protected by all sorts of trademarks. If Apple calls it THE TV, Apple TV, or even Apple iTV, then it might be ok.
In wagering what the device might be like, let me begin by deconstructing what it will not be: a TV set with a touch screen. That would be nearly impossible and dumb. If we look at recent Apple innovations, I think we can be assured that it will have a remote control that is more like an iPhone or iPad than anything else. And why not? It would be a soft controller that might actually have a video screen and can preview channels that would be transferred back to the screen.
The cool thing about a large format controller such as an iPad is that it could scroll through shows whose producers could actually create the splash pages. They could even pay for certain kinds of placement on the controller page. This would put Apple far ahead of anyone selling a large TV set with an old fashioned push button channel Up and Down channel controller. You'll look like an idiot with the old-style remote control.
As for a DVR function, how about using the iCloud? A virtual DVR in the cloud would be far more reliable than the limited-sized hard disk utilized by a standard DVR. And you could keep an archive of old shows with an iTunes-like interface.
Users would all have Apple TV apps on their iPhones that allow them to program the DVR while at work or on the road. Years and years ago, Steve Wozniac used to harp on the necessity of being able to record a show you forgot about while you were away. This idea has always been a good one and this set will do that—if you own an iPhone.
The set itself will be sleek and Apple-looking with the highest quality display modules available. It will win awards for its design.
It will not be cheap. This is the mistake people make when saying Apple is crazy to go into the low margin TV business. The Apple TV will not be a low margin TV. It will be the premium TV for which people will probably pay an extra $500. Getting the extra money for what will appear to be a superior product will not be hard for Apple.
Apple has not stumbled for a decade and until it does, it will command attention and premium prices. I've always thought the company should branch out once it established a product and defined a market. It cannot grow just selling iPhones. Big ticket consumer items need to be attacked.
Will there ever be an Apple washing machine or refrigerator? To be honest, I do not see any reason why there can't be. The company is known for employing the best in-house industrial design team. It knows quality. It knows marketing. It knows users' needs. It should branch out and it should start with the TV.
You can Follow John C. Dvorak on Twitter @therealdvorak.
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