Apple TV Set Rumor No Longer Likely

While the thought of a full television set made by Apple has been quite a long-standing rumor for a while now, sources inside the company have recently indicated that the project is now on the backburner.

With the Big A primed to release a bunch of new products in the coming weeks including the iPhone 5, 5G iPod Touch, and maybe even an iPad mini, it's clear that the Cupertino kids have their hands full. While many have imagined that an Apple Television set may be within the realm of possibility when it comes to adding to that already stellar lineup, sources tell us that unfortunately such an  idea isn't exactly feasible at this exact moment in time.

According to a meeting that Pacific Crest analyst Andy Hargreaves conducted with Apple senior executives Peter Oppenheimer and Eddy Cue on Wednesday, that whole idea seems like a bit of a wash  for a couple of very important reasons. For one, Apple feels that the current iOS set top box interface could be improved upon before it makes its way inside an actual television. After all, putting the firmware within the television itself is a bit more of a permanent design, so as a company it seems they want to make sure the system works perfectly before rushing it to the market.

Lastly, there is also Apple's ever-present hunger for innovation. On top of a redesigned GUI, these execs hope that the Apple TV of the future will be able to create a yet to be discovered way of delivering content to consumers. Until they are able to make that kind of leap, it is suggested they feel that such a product release is not up to par with their high standards. In short, if you're looking to update that HDTV, it won't be with an Apple model anytime soon.

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