It’s all gone quiet on the Apple iTV rumour front lately, and perhaps with good reason.
One analyst has claimed that the much-vaunted flatscreen TV has been delayed until 2014 with Apple seeking to launch an affordable that still “looks like” an Ultra HD set.
In a note to investors, Peter Misek of Jefferies said that Apple wants the hardware to ‘stand out’ beyond the perspective, revolutionary integration of iOS, the App Store and the iTunes ecosystem.
Misek says Apple is hedging its bets on an Ultra HD-like television set, but without the super-high costs currently projected for those next-gen screens.
He inferred that Apple will wait for its display manufacturers like LG and Sharp to yield more Ultra HD screens at lower costs in order to make its grand flatscreen offering a more affordable solution for consumers.
He wrote: “We had thought that Apple’s software and ecosystem would be enough to drive demand but our checks indicate that Apple wants the hardware to also stand out.
“We believe Apple wants a display that looks like 4K/Ultra HD but without the super-premium cost.”
Misek had initially predicted a March unveiling for the Apple iTV, with a commercial launch sometime in September, but it seems clear now that those projections will prove wide of the mark.
Some of the Ultra HD TV offerings touted at CES 2013 have seen price-tags upwards of £15,000 and it’s difficult to see Apple finding a way to lower that enough for the mass market adoption it would certainly seek from a TV launch.
Beyond that, he had an iPhone 5S will come in the autumn with Apple saving the iPhone 6 for the first quarter of 2014. Make of that what you will, but we’re still taking these predictions with a pinch of salt.