One of the most eagerly awaited devices mooted to be locked behind closed doors in Apple’s Cupertino headquarters, Apple iTV television sets will not launch until 2014, new analyst reports have suggested.
Going against a flurry of reports which have suggested Apple will out its first television units in time for a pre-Christmas 2012 release, industry analyst have now claimed that due to high competition and struggling sales in the connected TV market, Apple will hold off its ITV introduction for another two years.
“We believe that the economics of the TV industry are strained, despite there being suitable offerings from the likes of Sony, Sharp, and Samsung,” Mark Moskowitz, an analyst at J.P Morgan said. “Overall, we would be surprised to see Apple enter a new market unless the value proposition could support double-digit operating margins. In TVs, that bogey is rather elusive, in our view.”
Suggesting instead that Apple will build on and enhance its current Apple TV service first before introducing dedicated television sets, Moskowitz stated that until content can be better integrated, voice controls are more developed and the company’s UI has been redesigned he would be “sceptical that end customers would be willing to pay the Apple premium for a TV.”
Apple iTV Rumours
Long a thing of speculation, Apple iTV rumours kicked into overdrive late last year following the publication of the official Steve Jobs biography in which the Apple co-founder and former CEO said he had “finally cracked” how to change the television market.
"I'd like to create an integrated television set that is completely easy to use,” Jobs reportedly said. “It would be seamlessly synced with all of your devices and with iCloud. It will have the simplest user interface you could imagine. I finally cracked it."
Further Apple iTV rumours have suggested Apple will offer a variety of screen size options when it launches its first own branded television sets later this year. With 37 and 42-inch Apple iTV models reportedly in the works, some rumours have suggested Apple’s Design Chief Jonathan Ive is currently putting the finishing touches to a 50-inch set.
Does all the talk of an Apple branded television set have you excited or are you happy with your current internet-connected TV? Would you be put off by a wait until 2014? Let us know via the T3 Twitter and Facebook feeds.