Apple’s long rumored plans to introduce a super-smart, game-changing TV set have been put on hold again, reported market research firm Display Search today.
Based on reports from “TV supply chain sources,” Display Search had previously predicted Apple would introduce two or three large screen sizes of pricey, Ultra High Definition smart TVs next year. Now the plugged-in industry tracker says Apple will step back from the project “possibly to be replaced by a rollout of wearable devices.”
The hangup “has always been the content” noted a Display Search post. With the replacement cycle for TVs running much slower (7-8 years) than it does for phones and tablets (2-3 years), Apple would need a “unique point of differentiation to capture market share from leading TV manufacturers such as Samsung and Vizio, while at the same time being able to sell the products for a high enough price to deliver typically high Apple margins.”
But with cable and satellite TV companies introducing more sophisticated program search, store and distribution features in their own boxes that also integrate internet-streamed content, plus old school cable channel suppliers balking at Apple’s desire to offer consumers a-la-carte programming, Apple has been stymied in its’ development plans.
And is not alone. In recent weeks, promised introductions of disruptive, “over the top” TV-on-demand boxes from both Amazon and Intel have also blown up, or at least been pushed back. In those cases, too, program suppliers have reportedly been resistent to mess with a system which requires consumers to buy TV channels in a big bundle – with the strongest ones keeping the weak services alive.