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  • Report: Apple TV Becoming iTV



    Perhaps the worst kept secret in Cupertino is that an Apple TV refresh is on the way. Then again, it really won't be an Apple TV refresh since it appears that Apple TV will no longer be the name Apple uses. According to a report published today by Engadget, Apple will re-brand Apple TV as "iTV" when the new roll-out finally takes place.

    Three months ago, the concept of a new and improved Apple TV was teased by sources in the know. What we were presented with was the image of an a smaller set-top box running only $99 and serving up several new bells and whistles. But while today's report from Engadget once again reiterates a new Apple TV unveiling in the very near future, it's becoming more apparent what the update will not include. If the reports hold true, don't expect Apple TV support for either 1080i or 1080p HD playback.

    Instead it will only push out 720p clips. The word -- and cause for much internal debate, we're told -- is that this has something to do with the A4's inability to crank on higher resolution content, but we don't see how that's possible considering the iPhone 3GS could play back full HD video.
    As it stands, however, the device will be renamed iTV since the "Apple TV" brand didn't work very well - just like Apple TV itself, its critics will tell you. But the new and improved update will likely come with unique apps and presumably it's very own App Store. It isn't yet clear, though, if there will be "cross-pollination between iPad and iPhone / iPod touch offerings" and the suspected new Apple TV applications.

    Engadget
    This article was originally published in forum thread: Report: Apple TV Becoming iTV started by Michael Essany View original post
    Comments 40 Comments
    1. billchase2's Avatar
      billchase2 -
      I'm still hoping that when they refresh, they'll include a software update for the current  TV line. I'd love to install iOS 4 on mine...
    1. Cer0's Avatar
      Cer0 -
      Yep, ATV is plain jane unless flashed.
    1. JofisTheCoolGuy's Avatar
      JofisTheCoolGuy -
      Wasn't Apple TV called iTV internally at Apple before it was released? I remember a Jobs keynote where he keeps calling Apple TV iTV.
    1. politicalslug's Avatar
      politicalslug -
      At $99 I can see this being quite popular if they sell it right. What is necessary is streaming. At that price they can't include a hard drive of any kind. Probably only a small amount of flash, for apps and the firmware itself. 720p also makes sense because the streaming will likely be wireless, and even with N, wifi is just plain old slow. Ethernet would be a nice option. This could function just like a media center extender, and of course iTunes rentals and purchases, stored on network computers and streamed to the iTV. Cool.
    1. CZroe's Avatar
      CZroe -
      Make sense. iOS is for iDevices, Apple OSX is for Apple devices. I said it was dumb that they finally got the name right AFTER it was revealed that it would be coming to the next Apple TV, which would negate the name.
    1. wolverinemarky's Avatar
      wolverinemarky -
      i probably wont buy one but cool
    1. Bassface's Avatar
      Bassface -
      Very interesting. Wish I didn't already have a normal TV.
    1. Jay316's Avatar
      Jay316 -
      Whatever it's called it's still going to iFail.
    1. n00neimp0rtant's Avatar
      n00neimp0rtant -
      [ame="http://www.youtube.com/watch?v=Xgls9IwWUyU"]http://www.youtube.com/watch?v=Xgls9IwWUyU[/ame]
    1. rj5570's Avatar
      rj5570 -
      ok the big question, are they going to do an OS or should I say an iOS for the current apple tv? or is it going to be just for the new device?

      will the new iOS let you run MLB app? my apple tv is "jailbroken" to run boxee and I love the fact I can watch MLB.tv on it since uverse doesnt offer an MLB package.

      questions questions questions
    1. loocfa's Avatar
      loocfa -
      Yep there's no way they will call it ITV due to the fact that England has a tv station called this.(itv itv1 itv2 etc etc) If anyone else remembers apple wanting to name apple tv itv when they first realsed it.
      This is BS
      That's one i product apple can't add that *** little i to.
    1. bigorangekitty's Avatar
      bigorangekitty -
      Quote Originally Posted by politicalslug View Post
      At $99 I can see this being quite popular if they sell it right. What is necessary is streaming. At that price they can't include a hard drive of any kind. Probably only a small amount of flash, for apps and the firmware itself. 720p also makes sense because the streaming will likely be wireless, and even with N, wifi is just plain old slow. Ethernet would be a nice option. This could function just like a media center extender, and of course iTunes rentals and purchases, stored on network computers and streamed to the iTV. Cool.
      the current appleTV has a hard drve, but you do NOT have to use it. Just sync it in itunes and stream from itunes. no need to put anything on the apple tv hard drive. flashing it (atv flash) makes it a lot more enjoyable.
    1. santacruzlocal's Avatar
      santacruzlocal -
      iCan't ibelieve ithat iit's inot ifull i1080p iHD .. LAME !!!!
    1. dej4y's Avatar
      dej4y -
      Quote Originally Posted by Michael Essany View Post
      a report published today by Engadget, Apple will re-brand Apple TV as "iTV"
      Will it really?!

      So apple is so powerful that trademark infringement law cannot be applied to them?!

      iTV is already a registered tradmark
    1. Cer0's Avatar
      Cer0 -
      We all have seen that that Apple works it's way around trademarks. Take a look at iPhone, iPad, Apple, and the other trademarks from other companies (Cisco) it used.

      What grounds does this report have too? I mean Apple could be using a different name anyway.
    1. awesomeSlayer's Avatar
      awesomeSlayer -
      I wonder how this would work. It is not like a television.

      Apple could use iTelevision as their trademark.
    1. bpatsfan12's Avatar
      bpatsfan12 -
      Quote Originally Posted by swinger360 View Post
      The crazy thing is, I totally love my Apple TV. I actually own three of them...one for each home theater in the house. Our favorite feature is being able to see all of our photos as the awesome screen saver.
      Wow u must have a big house
    1. Kyle Matthews's Avatar
      Kyle Matthews -
      Quote Originally Posted by sziklassy View Post
      This just in, they are renaming Apple to "I". Yes, just "I".
      False.

      It'll be just "i"

    1. Cer0's Avatar
      Cer0 -
      Infinite Loop will be renamed also to i.
    1. awesomeSlayer's Avatar
      awesomeSlayer -
      Their address is being renamed to "i?" >_<