Alongside an Apple TV expected to be released in the next few months, it's possible an Apple television is in the future for the popular PC manufacturer.
According to Piper Jaffray senior research analyst Gene Munster, an Apple-branded "connected television" could be available as soon as 2011.
The Apple TV set-top box has been met with a high level of criticism -- which is reflected in the device's rather dismal sales -- as consumers have been unimpressed with the service. Launching a complete television would provide Apple a way to increase iTunes video purchases using a subscription model, Munster said in his note.
"Apple could leverage its deep library of content with many network and cable channel content owners to provide unlimited access to a sub-library of its TV shows for a standard monthly fee ($30 or $40 per month)," Munster said in his report. ""Such a product would effectively replace a consumer's monthly cable bill (~$85/month) and offer access to current and older episodes of select shows on select channels."
Apple is losing out to ad-based subscription video services such as Hulu and the pay-per-month on-demand Netflix Watch Instantly services, and must find a way to compete. The Apple TV refresh may help, but it likely won't be able to attract new shoppers to the device.
As more TV manufacturers head towards a "connected" model, it'd be viable for Apple to introduce one model, assuming it can keep the price tag under control. The premium price Apple often charges for its products may be met with resistance in the TV industry, with consumers looking for bargain buys, even with HDTVs that are connected.
Would you be interested in purchasing an Apple television in the coming years?
