Apple iTV rumours: what you need to know

We love our Apple TV, but we're not sure Apple does: the firm's more interested in getting iPads into your living room than Apple TVs under your flat screen.

Apple says the Apple TV is a hobby, but it turns out Apple is thinking bigger. Much, much bigger: it wants to sell you the entire TV set, not a little box beneath it.

In a 15 February 2012 earnings call, Apple CEO Tim Cook hinted again at the release of something bigger and better than the current Apple TV (credit CNN Money).

"With Apple TV, however, despite the barriers in [the TV set top box] market, for those of us who use it, we've always thought there was something there. And that if we kept following our intuition and kept pulling the string, then we might find something that was larger.

"For those people that have it right now, the customer satisfaction is off the charts. But we need something that could go more main market for it to be a serious category."

Here's all the rumours and speculation surrounding the next-generation new Apple TV.

Apple iTV design

Forget the current hockey-puck form factor: the rumour mill is unanimous that the third generation Apple TV will be a proper TV.

The Telegraph says that "sources within the company" say that Jeff Robbin, the man who helped create the iPod, is leading the team.

Remember that hockey puck we told you to forget about two sentences ago? You might want to remember it again, because 9to5Mac has found a reference to a new Apple TV (AppleTV3,1; the current model is 2,1) in the latest build of iOS. That could indicate an upgrade to the current Apple TV before the new sets ship.

Apple iTV specifications

Engadget predicts an A5 processor and 1080p video - neither of which are a huge surprise, granted.

Australian tech site Smarthouse says that the Apple iTV will come in three sizes, including 32-inch and 55-inch models.

Sources at "a major Japanese company who are involved in manufacturing the TV" reckon the sets will have the same processor as the forthcoming iPad 3, which presumably means an Apple A6.

Smarthouse isn't usually the go-to site for Apple rumours, but its report echoes similar claims by respected Apple analyst Gene Munster, who told the recent Future of Media conference that Apple will make its TV in a range of sizes.

The supply chain for the iTV is set to get going during the first quarter of 2012. That's according to Digitimes on 27 December 2011.

Apple iTV operating system

As with the current generation, the third generation Apple TV is likely to run iOS, albeit in slightly disguised form. Compatibility with other iOS devices is a given: current Apple TVs already accept video streamed via AirPlay and access shared iTunes libraries. We'll be amazed if the iTV doesn't get apps.

Apple iTV and iCloud

Steve Jobs told his biographer: "I'd like to create an integrated television set that is completely easy to use. 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."

Apple iTV remote control

Munster says the iTV will come with an ordinary remote control, and will be controllable with iPhones, iPod touches and iPads, but the real remote control will be Siri.

Apple's voice recognition system will be the heart of the new Apple TV, enabling you to choose channels and control the TV's functions with voice alone. That means " the simplest user interface you could imagine" is voice.

Apple iTV AirPlay mirroring

After AirPlay mirroring from Mac to Apple TV was present in the developer preview of OS X 10.8 Mountain Lion, it's not a great leap to suggest that the Apple iTV could mirror the display of your Mac or iPad wirelessly too. AirPlay mirroring is 720p only at the moment - could it be 1080p compliant on in the Apple iTV?

Apple iTV programmes

While the iTV will get content from iTunes and iCloud, it's not going to be completely separate from current TV broadcasters: Munster says that you'll still need a cable TV subscription and decoder because Apple doesn't have enough content.

We're not sure whether it would play nicely with Freeview and Freeview HD here in the UK, but perhaps a DVB-T compatible unit will arrive as part of a second generation.

Apple iTV price

Gene Munster reckons that the iTV will be twice the price of a similarly sized TV. Ouch.

Apple iTV picture quality

If the iTV does appear, it won't leave manufacturers quaking in their boots. That's according to Samsung's Chris Moseley who told Pocket-Lint in early February 2012 that the firm isn't overly concerned with what Apple launches if it decides to enter the TV market

"We've not seen what they've done but what we can say is that they don't have 10,000 people in R&D in the vision category," he says.

"They don't have the best scaling engine in the world and they don't have world renowned picture quality that has been awarded more than anyone else."

Apple iTV release date

Most rumours predict a 2013 Apple iTV release date, but the more optimistic observers think Apple won't want to miss 2012's Christmas shopping season. The New York Times says that price, not technology, is the problem: Apple is waiting for the cost of large LCD panels to fall further before building iTVs.

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