Will Apple “Restart the Television from Scratch”?
Apple’s rumored television set has been the talk of the blogosphere lately, leading many to wonder what the company has up its sleeve as it enters the television-manufacturing world. However, as 9to5Mac’s Seth Weintraub notes in an article posted Friday, nobody has said much about late Apple founder Steve Jobs’ comments about an Apple TV at last year’s D8 conference since the device came back into the news.
“You just end up with a table full of remotes, clutter of boxes, bunch of different UIs, and that’s the situation we have today. The only way that’s ever going to change is if you go back to step one and tear up the set top box and restart from scratch with a redesigned UI and present it to the consumer in a way they’re willing to pay for it,” he told an audience member during a question-and-answer session at D8. “Right now there’s no way to do that. So that’s the problem with the TV market.”
A TV set was rumored to be one of Jobs’ favorite potential projects before he passed away earlier this month. Although he focused on the iPhone and iPad lines until his untimely passing, it looks like the TV project is finally gaining traction at Apple.
“The TV is going to lose until there is a better go-to market, or there’ll just be a bunch of TIVOs. That’s the fundamental problem. It’s not a problem of technology, it’s a go-to-market technology,” he said at D8.