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Apple may skip Apple TV update in 2011, sells 480K a quarter

updated 11:25 am EDT, Fri July 29, 2011

Apple TV sells quickly but may not get 2011 revamp

Concord Securities analyst Ming-Chi Kuo claimed that Apple wasn't likely to update the Apple TV this year. New checks in Taiwan showed little signs of a new model coming in the summer, he told AppleInsider. Instead, Apple would rely on the software updates linked to iOS 5, such as for iPad 2 display mirroring, to sell it.

Apple also had little incentive to push out a hardware upgrade given success. Supplier tips had Apple shipping about 480,000 Apple TVs during the spring, a 70 percent lift over a year earlier. COO Tim Cook said Apple still considered it a hobby but also stressed that there was promising demand.

Struggling competition might also help. Even with an initial marketing campaign, Google TV has so far failed to catch on. For Logitech, the first to ship with the platform, it became an active liability in the spring where Revue returns outpaced sales and it had to take a $34 million cost to produce a price cut to the Apple TV's $99.

Although not as easy to tell when new, Apple in hindsight may have made a stronger bet on direct-download content over the web. Google TV is mostly blocked by major TV studios and, for most users, now has very little utility. Google TV will get a second chance with an Android 3.1-based overhaul, but it won't ship until the fall.

Other competitors, such as Roku, have new devices on the market but so far aren't introducing radical changes or seeing runaway sales.

By Electronista Staff


  1. Athens

    Addicted to MacNN

    Joined: Jan 2003


    What I would like to see...

    Future Apple TV that includes
    - TV Tunner
    - Blu-Ray/DVD Player
    - HD PVR Cable Box (with contracts with all of North America's cable providers so they are allowed on the networks)

    I would gladly pay $1000 to have all that in one single s*** box that is a computer for features like connecting to iTunes, Netflix and all the stuff the AppleTV does. Rather a single box over multiple devices all sucking power through out the day and so on...

  1. testudo

    Forum Regular

    Joined: Aug 2001


    Re: What I would like to see

    Forget about it. Apple wants you to buy/rent from iTMS, so a tuner and BluRay are non-starters. They wouldn't need contracts with cable providers, they could just make it accept CableCard.

    Anyway, Apple doesn't believe in anything "all-in-one". They want you to have cables and dongles and other peripherals hanging off the back.

  1. designr

    Fresh-Faced Recruit

    Joined: Apr 2002


    Games and Apps?

    So when is this gonna get Games and Apps?

    and all other local iOS devices as multi-user game controllers?

  1. iBloke v2

    Fresh-Faced Recruit

    Joined: Jun 2011



    The day Apple TV can deliver me normal TV as well as the current stuff is the day I'll buy one.

    No TV tuner. No sale!

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