Gabe Gagliano predicts a March reboot of the Apple TV box-top set.
Combined with iOS software and Siri, the potential interface for a TV or improved Apple TV box could be groundbreaking.
None of this tells us about the other intriguing question, when Apple will bring out its next major overhaul of the Apple TV box (or better.) That answer does not seem to yet be in the chips.
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The next step would be for Forstall to push iOS onto the next generation Apple TV set top box.
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He also predicted Apple will add movie rentals to its iTunes service and update its Apple TV set top box offering.
Margolis was referring to the design of the new Apple TV set top box that was released alongside the new iPad earlier this month.
Rather than focusing on geeky products for techies -- such as the Xserver and Mac Pro -- Del Prete says he's betting Steve Jobs will show off consumer-friendly products such as a freshened iPhone and a new version of the Apple TV set top box next week.
Apple updated its poor-selling Apple TV set-top box, iPod Touch music player and the iPhone, and built out Apple's lineup of notebook computers with a new, lightweight laptop.
Now the speculation has died down and it is widely believed that current Apple TV, which is a set top box, will be the cornerstone of any Apple TV initiative in the future.
In April, the company expanded its product line by adding Xiaomi TV, a set-top box similar to Apple TV.
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By the end of the first quarter, Apple is expected to release the next iteration of its Apple TV set-top box.
That process is already possible through its Apple TV set-top box, but it is cumbersome and some media companies, such as Time Warner Inc.
Meanwhile, the Apple TV set-top box and widescreen iPod Touch have begun nibbling at the edges of the television market, long dominated by Japanese brands.
Since the iPhone and iPad can wirelessly stream content to a TV attached to an Apple TV set-top box, why not extend this capability, muses Barclays analyst Ben Reitzes.
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As I noted earlier, Apple (AAPL) this morning said that this week it will top the 1 million unit mark for sales of its new generation Apple TV set-top box.
Another person familiar with the talks said the types of new services Apple and the media companies are discussing could be done with Apple's existing technologies, which include its Apple TV set-top box.
Even though Wal-Mart has become a major retailer of Apple products, it has chosen not to go with Apple TV as its primary set top box offering.
This would be for a full on Apple TV, rather than a set-top box.
If you do that, you can move your set-top box back to where my Apple TV now sits.
Lately, the betting seems to be on Apple making a settop box that would meld live TV for existing pay-TV subscribers with iTunes content under a more intuitive user interface, but it seems that the TV powers that be are wary even of that small step.
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Apple is in talks with some of the largest U.S. cable operators about letting consumers use an Apple device as a set-top box for live TV.
So lately it seems to be veering toward developing a set-top box, a sort of souped-up Apple TV device, that could be used with existing TVs.
But the video iPod couldn't easily play the shows on a TV set, and by early 2006 Apple designers were working on prototypes of a box that could: iTV.
As shipments of the renamed Apple TV headed to stores on Mar. 21, Jobs faced an ugly reality: The new box would debut with content from only two of the Big Six.
Next: Challenges from cable companies aside, Apple must make a settop box, and it will be far more important than the actual TV set, says Jeremy Allaire, chairman of the online video services provider Brightcove.
While there have been a wide variety of entrants into the OTT set-top box market, to date the category has been dominated by two players: Apple TV and Roku.
The Wall Street Journal has anonymous sources saying the company will unveil an Internet-connected set-top box that combines live, on-demand and recorded TV to compete with the likes of Apple and Google.
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