With all the plethora of impressive TV sets presented these days in Las Vegas at the Consumer Electronics Show, everybody noticed one unexpected absence: Apple TV. As Apple insider put it, the much rumored Apple television was “the elephant in the room”. Large screens with OLED technology (or even Super OLED in Samsung’s case), 4K LED TVs with impressive resolution, smart TVs from notorious brands presenting intriguing features such as motion and voice control, couldn’t erase the curiosity for Apple’s TV project rumored to reshape the living room entertainment.

Apple television is rumored to also make remote control obsolete by giving the Siri-like assistant the power to control the content or volume and FaceTime video chat. Apple TV is obviously going to run on iOS, developers are looking for hints in the new beta update of Apple’s operation system, and some reports revealed such clues.

According to analysts, Apple teams are working on the television project for quite some time now and now after the competitors took decisive moves, Apple is adopting now a “faster pace than the market expected”, in the words of Brian White, analyst for Ticonderoga Securities. If Apple will manage to soon launch a complete TV, this could complete their line of products and could pose a real threat to such players in the market as Sony, LG or Samsung.

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