Apple TV expected in 2017: J.P.Morgan

May 6, 2012

Due to expected opposition from content providers across the board, Apple’s television set will be unable to eliminate existing cable operators, Apple will instead be forced to work alongside them, a new analysis foretells.

J.P. Morgan does not subscribe to Apple’s intentions overhaul video content consumption, the investment bank issued a research note yesterday. An effort to cut out pay TV operators, by depending on over-the-air television broadcasts as well as iTunes and services such as Netflix and Hulu, would be a hyper-aggressive move on Cupertino’s part the analysis noted.

Analyst Phil Cusick did not believe however that Apple would choose this path. Instead, he predicted two possible scenarios with which Apple could take their set-top box television set further- first off he felt Apple could attempt to become the set-top box option for major cable companies, binding together broadcast content which users already pay for with Web-based content such as Netflix.

Alternatively, Apple could slowly expand its current Apple TV instead of attempting to going all out on making it a feature-heavy set-top box like TiVo.

J.P. Morgan has further added that such a set would arrive by 2014 soonest. Reports that Apple is working on breaking into the television industry gathered major traction after Steve Jobs told biographer Walter Isaacson that he felt he was onto something with regard to television and that he had “finally cracked it.”

 

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Apple TV, iTunes, J. P Morgan, Netflix, Steve Jobs