Apple Knows a TV Is the Next Step, But Won't Do It

Illustration for article titled Apple Knows a TV Is the Next Step, But Won't Do It

Everyone, including Apple, knows that the next logical step in making the Apple TV set-top product is embedding that technology into a TV. It'd be like all the Korean TV manufacturers putting Netflix in theirs. But Apple says no.


COO Tim Cook says:

Today, the go-to-market model for Apple TV is very difficult. Because it would seem that that go-to-market model would lead to the TV. And we have no interest in being in the TV market.

Which leaves them in a weird limbo, because they don't want to move forward, yet they don't want to discontinue the product.

...There's people — and I'm one of those — that they're avid Apple TV users, and so, because their gut says something there, we're continuing to invest in this. But today it's just a hobby.

Unfortunately in business, you've got the mindset that if you're not moving forward you're falling behind, so if they can't figure out what to do with the Apple TV brand, they might just kill it altogether rather than continue to support it without much new development. [Business Insider]



Isn't this the same guy who said, two posts down: "we are the most focused company that I know of... We say no to good ideas every day; we say no to great ideas in order to keep the amount of things we focus on very small in number, so that we can put enormous energy behind the ones we do choose..."

How does he reconcile that with outlook with a product that he basically admits they have no plan for? Focus, man.

Either the product is great and deserves enormous energy, or it isn't and should be cut.

Until the Apple TV comes with better software than Plex or Boxee (something Apple could easily pull off), and the power and flexibility of a's got no purpose.