Report: Apple TV Becoming iTV

**Michael Essany** · 08-11-2010, 03:01 PM

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

**gman2207** · 08-11-2010, 03:10 PM

could be a small issue with ITV Home

**priezti** · 08-11-2010, 03:11 PM

how long before they call Apple stores "iStore"

**Antman217** · 08-11-2010, 03:11 PM

Maybe it's renamed iTV because it will run iOS?!

**swinger360** · 08-11-2010, 03:11 PM

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.

**piston597** · 08-11-2010, 03:21 PM

I thought i was for mobile now it's for all their products... next what iMac, iMouse, iMagic Trackpad, iKeyboard, iSuck.

**feidhlim1986** · 08-11-2010, 03:32 PM

Yup they'll have a lawsuit on their hands, AGAIN, from long standing British TV Provider ITV.
If Apple don't start pushing out Full 1080p HD then why would people move from things like Netflicks streaming on Xbox or PS3.

@piston597
the letter 'i' was used in iMac 3 years before the iPod

**getupkid** · 08-11-2010, 03:34 PM

Originally Posted by piston597

I thought i was for mobile now it's for all their products... next what iMac, iMouse, iMagic Trackpad, iKeyboard, iSuck.

there already is iMac

**sziklassy** · 08-11-2010, 03:46 PM

This just in, they are renaming Apple to "I". Yes, just "I".

**MetallicaFan1991** · 08-11-2010, 03:46 PM

Can see a lawsuit from ITV the channel here in UK

**hackint0uch** · 08-11-2010, 03:53 PM

I think it was originally going to be called iTV but then ITV, part of ITN a TV channel here in the UK wasn't happy with it but there is a large difference between the names. The I. iTV, ITV.

**whereswaldo** · 08-11-2010, 04:07 PM

Wake me up when the Apple TV is actually a TV zzzzzzz

Originally Posted by MetallicaFan1991

Can see a lawsuit from ITV the channel here in UK

And the iTV app

**z3r01** · 08-11-2010, 04:18 PM

I have my apple tv loving it , can't install silverlight on it to run netflix but so far so good, (except hulu or anything from
Boxee stopped working because of a flash update but hey)

**dray** · 08-11-2010, 04:26 PM

No FULL HD? FAIL.

**Shishir G** · 08-11-2010, 04:34 PM

I CAN'T WAIT FOR THE JAILBREAK ON MY NEW APPLE iTV! **** yeah!

**tudtran** · 08-11-2010, 04:52 PM

Originally Posted by Antman217

Maybe it's renamed iTV because it will run iOS?!

Good point. Be nice to download games and apps like netflix. Be cool to play games via iTv

**Cer0** · 08-11-2010, 05:00 PM

Been waiting for an AppleTV update. Love mine that I have.

**Bluprint** · 08-11-2010, 05:20 PM

No thank you. Most of my content is either on-demand or recorded. I don't need some degraded device acting as a pay per view service. BTW if you buy a mac mini it's basicly the same thing plus a computer.

if you want to play games on your tv buy the Wii it has two (ii) instead of one i

**iLoveWindows&iPhone** · 08-11-2010, 05:46 PM

At least it's not magical TV.

**bigorangekitty** · 08-11-2010, 05:47 PM

i just keep all my movies on an 1tb external drive on my macbook and stream them using itunes to the several apple tv's i have. works like a charm.

edit: btw, atv flashing is fun like jailbreaking :-)

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Thread: Report: Apple TV Becoming iTV

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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

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