Apple to Launch iTV

10:55 AM -- Apple TV may be becoming more than a "hobby" for Apple Inc. (Nasdaq: AAPL). According to a report from Engadget, the company is introducing a new version of Apple TV that will cost $99 and be renamed iTV -- the name it originally had when it was first announced back in 2006.

The current version of Apple TV costs more than double the new price.

One potential downside to the set-top: it won't play 1080i or 1080p video, according to the report. This could be a disadvantage for iTV, considering that Boxee and Logitech Ltd. both have set-tops on the way that will support such video.

With the launch of iTV, Apple will also introduce a new iTunes streaming service that the box will use, Engadget has previously reported.

— Erin Barker, Digital Content Reporter, Light Reading Cable

Jeff Baumgartner 12/5/2012 | 4:26:56 PM
re: Apple to Launch iTV

Well, from a branding standpoint for Apple, going with iTV makes sense since it fits in with the other products. Still, the name would have some baggage since there are many folks who lived through the ups and downs of the iTV market in the early part of the decade and have lots of scars to show for it and view iTV as a four-letter word.  But if anyone can make "iTV" appear cool and hit, suppose Apple would be the one that could pull it off. 

Any guesses on what other appliance will get the Apple "i" treatment? iFridge, iToaster, iDishWasher.  The possibilities are endless.... JB

erinbarker 12/5/2012 | 4:26:55 PM
re: Apple to Launch iTV

It makes me think of the UK television channel ITV. Might not work overseas.

Jeff Baumgartner 12/5/2012 | 4:26:37 PM
re: Apple to Launch iTV

Looks like your example in the UK doesn't intend to give up the brand without a fight.  Guess they're not as interested in sharing that brand as Cisco was with the iPhone brand. JB

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