Thoughts On Apple?s Latest TV Efforts

Earlier this week, a few reports emerged about Apple's upcoming plans to disrupt the TV market. The first mentioned that Apple was trying to work with cable providers on finding new ways to distribute TV through its hardware, rather than trying to license content itself. The second report gave a few more details about what that hardware would be capable of. I've been thinking about this a lot over the past few days, and this is what I think we can expect from any Apple TV efforts being announced over the next few months, possibly even next month at its September 12 event. The new set-top box hardware that Apple is talking to cable operators about using is none other than an updated version of its Apple TV product. Which is to say: Apple probably isn't creating new hardware to suit the needs of cable operators, or to try to replicate their existing set-top boxes. Instead, Apple is trying to convince them to build new apps for its existing device.

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