Numerous recent reports have stated that Apple is in talks with major US cable operators. Is Apple getting serious about what it called its 'hobby'?

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Apple TV has been around for quite some time and until now, Apple has been touting that as a ‘hobby’ of the tech giant. Now, however, it seems that Apple is starting to take this hobby rather seriously. But how exactly does Apple intend to make it big in the realm of TV entertainment? Read below to find out.


Apple TV

Ever since Steve Jobs’ biography quoted him as saying that he had finally ‘cracked’ the puzzle of TV, many had speculated that Apple will probably launched its own TV soon. However, that doesn’t seem to be happening. Apple doesn’t seem to have any plans of shipping out its own TV sets, and rather is sticking with the set-top box business.

That being said, there is a possibility that Apple may be readying to up the ante on its Apple TV set-top box. According to reports, the company has been in talks with some of the largest US cable operators. In the past, many wrote that Apple may try to get content directly from content producers for a possible iTV. That is not happening. Rather, the reports cite Apple as trying to convince the cable operators to run their content on Apple TV.

This also indicates that Apple has no plans of revamping its set-top box either. Rather, it will keep the hardware fairly same, though perhaps with superior specs. The main focus will probably be in trying to get more apps, better user interface and better content by brokering a deal with the cable operators.

The big question still remains: if all Apple is going to do is offer another set-top box, with a few tweaks and better polish, how is that going to be any different than other giants in the TV industry such as TiVo? And that’s a valid question indeed since TiVo’s customers seem fairly satisfied with the TiVo set-top box.

For now, the reports about Apple TV, many of which are based on pure speculation, do not seem to indicate that Apple is ready to disrupt the world of TV entertainment. Rather, the company is simply starting to take its hobby a tad bit more seriously. Will this translate to an active and significant revenue stream for Apple in the coming days? Not until Apple surprises the world with something new and different.

Courtesy: TechCrunch/ Huff Post

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  On August 22, 2012(2 years, 4 months ago.)

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