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.