Apple TV becoming iTV, getting application support, yet losing full HD?

By on Aug 11, 2010 at 9:09 PM
General August 11, 2010

Engadget is following up on their previous story about an updated Apple TV set to hit the market as a $99 set top box, complete with iPhone 4 internals. Their new report details Apple’s supposed plans to rename the living room companion from Apple TV to iTV. It also sheds some more light on what everyone has rumored — iOS applications will, in some form, make an appearance on the device. Streaming iTunes services obviously look to be a lock, however, it’s not all downhill apparently. If Engadget’s sources are right, Apple’s newest set top box won’t be able to output full HD video. Not 1080p, not 1080i — just 720p. It’s inability is being blamed on the Apple A4 CPU, though the current iPhone 4 can handle that just fine. We’re looking at an announcement in “the Fall” though Apple’s September iPod event might be a nice occasion, don’t you think?

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  • Crazy Jake

    Does Apple know that ITV is second largest TV operator in the UK and is a publicly traded company?

    Might be a problem trying to register the name, as Skype found out recently when Sky TV (Rupert Murdoch’s European operation) won a judgment against Skype.
    http://www.itwire.com/it-industry-news/strategy/41108-skype-vs-sky-whats-in-a-name

    • ciscoFujitsu

      Trademarks didn’t stop apple from using iPhone or iPad as names, why would trademarks matter to them now?

    • MikeD

      You obviously didn’t know that iOS was originally used by Oracle.

      Its called wheeling and dealing. If Apple wants iTV name. They’ll get it.

    • http://www.stephencondra.com zephyr757

      I was thinking the same thing! I’m hoping ITV gives Apple hell over it and wins a huge sum of money, allowing for several new series of “Primeval!” (my favourite ITV show)

  • PAPINYC

    Will one regain HD if one uses Duct Tape?

  • bringit

    duct tape jokes…so creative, and oh so original.

    • Tdot34

      Almost as original as starting every product with i…

  • WalterSobchak

    Of course its losing full hd. How would they sell iTV2 next year? New features? Psssha right!

    • leo

      i was going to say that the next apple tv will have hd and hey lets charge $200 more.

  • bill

    The current Apple TV is only half way useful because you can load Boxee on it. If you can’t do that, stream Hulu or Netflix on it what’s the friggin’ point?

  • http://www.infobhan.com Infobhan

    If I’m not mistaken, the current iTunes HD content is only 720p anyway, right? So what’s the utility of 1080p – just for your own content? Seems like a minor issue.

  • Steve Jobs

    hahahaha dance puppets dance! YES! TALK MORE! I CONTROL YOU SOON MY CHIPS WILL BE IMPLANTED INTO YOUR BRAINS. MY BEAUTIFUL iARMY.

    • Barack Hussein Obama

      Wait wait, that was actually me. Remember those Swine Flu shots I had you all get? Well lets just say I can “google” earth your location any time.

      • Omar

        Fraking moron thier is a site call politco or foxnews go their for your stupid rant. This is a tech blog.

  • Mivonks

    I am getting so tired of the lame iNames. It was moderately cute for the first product or two, but now it is just irritating.

  • DaHarder

    No 1080p = iFAIL!

    • Mark

      Unless you plan on having an eight foot picture………. your a moron for making that statement. Proven fact that the average human eye can see no picture quality improvement over 720p. You must be brain washed on the higher number advertising gimmick. Or possibly trying to over compensate for your short fall in other areas.
      I think they call it “little man syndrome”.

  • Eric

    Another epic fail on Apple’s part of it does not support 1080P. That is a deal breaker for me (as I have three HDTVs in my house).

    I love Apple, but I am not in love with some of the decisions they are making. Drop AT&T, and blu-ray players to your computers, and wake-up: it is a 1080P world!!

  • HabibAKAJohn/Peter/Tom@SprintPOS

    Steve Jobs believes his products are revolutionary, can we get a revelation away from the lower case “i” prefix?

  • serpentor

    I bought a refurbed AppleTV. Then I returned it and got my money back.

    True story.

  • Brad

    Okay, no 1080 three years ago might have passed, but not anymore, with 1080P TVs every where in sight. This is yet another of example of Apple telling you what you want, instead of giving you what you want. Either that, or it’s simply another fail for them, like the antenna issue, or omitting the camera from the 3rd-gen iPod Touch.

    Seriously though, I think the hardware might definitely be a limitation in this case. Remember, the iPhone 4′s screen is only 960×640 pixels (or something like that). Even if you’re playing back content that’s supposedly 720p or 1080p, it’s being down-converted to a lower resolution. On a TV though, where the full HD resolutions are supported, the hardware pumping out the video might not actually be able to keep up.

    Oh well, the argument is academic, at least for me. I have no intention of going anywhere near iTV, although I might consider a Google TV box, once I see what those are really capable of.

  • jawman

    What the hell? We’re 4 months away from 2011, I say again YEAR TWO THOUSAND ELVEN and Apple is REMOVING 1080p? Removing full HD to provide apps is complete BS. Apple’s losing 1080p so that when they “re-add” it next year, suckers will drop the cash to upgrade to the newest version of iTV. Even the average person knows that 720p isn’t the best HD format there is. Anyone who knows even a slight bit of about technology will choose the 1080p version of anything. Apple does this kind of shit with every single one of their products. The iPhone 3G had the full capability of shooting video but they intentionally left it out so that when the 3GS came out, more people would want to upgrade to it. There’s even apps out there that allow you to shoot video on your 3G.
    One of the many reasons why I dislike Apple, and don’t buy their products.

    iTV? Get ready to be sued in the UK, Apple.

    3rd-gen iPod can play 720p and 1080p with barely aany lag. Bullshit on Apple’s claim that A4 can’t handle HD…The GPU on A4 alone can decode it.

    And let’s not forget about Google TV, with a team made up of Google, Sony, and Intel.

  • Neo

    I want 1080p or won’t be buying.

  • dad

    This will have 1080p, if Apple wants this to be a successful device.

  • DubYa

    Last time I checked 720p is still considered HD.

    While 1080p would be nice you also need to consider that this content is going to be delivered through the web. Very few consumers have the ability to get the ultra high speed internet in their homes (cost and availability). Why include 1080p if only a fraction of the users would be able to take full advantage?

    • Norm

      That makes entirely too much sense. Please stop posting on here.

  • hazydave

    Umm… does anyone here actually consider a little journalism before posting an article. Current and past Apple TVs have NEVER supported 1080i or 1080p playback. The current Intel-based model supports:
    “H.264 and protected H.264 (from iTunes Store): Up to 5 Mbps, Progressive Main Profile (CAVLC) with AAC-LC audio up to 160 Kbps (maximum resolution: 1280 by 720 pixels at 24 fps, 960 by 540 pixels at 30 fps) in .m4v, .mp4, and .mov file formats”.

    They do seem to be able to output in 1080i format, but that’s an upconversion from 720p… and not even 720/60p, which is the alternate ATSC standard. They’re really only playing last year’s Web-class video.

    • iGixer

      Thank you for noticing this I have been trying to find out if the AppleTV has 1080p out all of a sudden after these stories about the new iTV. They seem to imply the old AppleTV supported 1080p but doesn’t

    • Eric

      I think the main point that people are trying to make here is that it is 2010. New HD capable TV devices should output 1080P. I do not think that is unreasonable. That doesn’t mean all of the content it displays has to be 1080P, but the device should at least support it. If not, no deal.

      I don’t think anyone said the old Apple TV supported 1080P. We are saying a new Apple TV device should support it.

  • http://twitter.com/jaymonster JayMonster

    Why anybody is surprised by this is beyond me. Predictions, the iPod touch will have 1080 output. This gives the Apple Legions the reason to buy the$ 249 device, and leaves the cheapy device to go after the same user that would buy the low end Roku Box.

  • iGixer

    I have been waiting for 1080p for the next AppleTV i want an upgrade not a side grade

  • Jarrett

    Well, on one hand we have internet posters who seem to know more about the business of a company than the company itself. Then, on the other hand we have a company that every three months grows about 25% on revenues and profits.
    This is a tough one, please help me decide who the winner of this battle will be.
    I know, you all have done some great things as well.

    • Eric

      That is a lame comment. Not everything Apple touches turns to gold. The current Apple TV never flew off the shelves. Only after it failed did Apple call it a ‘nitch’ item. So now they revamp it and appears that the device has some shortcomings.

      • suck

        *niche

      • Jarrett

        @ Eric,

        AppleTV failed? Generally when products fail companies quit producing them.

        Failed products:

        1, Apple HiFi
        2. Palm Foleo
        3. Microsoft Kin(s)

        Corporations do not continue shipping products (hardware Products) that don’t make money. Has Apple sold more than 10 million Apple TV’s, I doubt it but that doesn’t make it a failure. Simply means that Apple hasn’t found the ingredient to make this appealing to the masses. Eventually they will.

      • Eric

        It makes it a “failure” when Apple launches the product and expects it to do well and then when it doesn’t they call it a “nitch”. I bet no one called it a nitch during development. That was Apple’s version of damage control. Suddenly they were not serious about the product when they don’t sell 10 million of them.

      • Jarrett

        @ Eric,

        Actually, the did admit to it’s difficulty as a product when the released the 2nd version. The confessed that they themselves found the market to be a hard one to figure out.

      • Idontwantmy iTV

        Asbestos had a heck of a lot more sales than apple tv and I would consider it a failure.

        And before you say apple tv didn’t kill anyone, when I threw mine on the window it killed a group old folks out for a stroll.

  • T Man

    iTV? Seriously? Is that an “innovative” and “magical” name? Remember that this is just a hobby for them, so don’t expect them to get serious about true HD output.

    • Jarrett

      Okay, so in your expert opinion what should they name it? Clearly, you yourself have produced some products in the past, so let Apple and the world know what Apple needs to do for this to be successful. Clearly, your information could get Apple back on track. This stupid company

      • JarJars Mommy

        Yo, Jarrett, your mommy is calling, get up those stairs, she made you cookies!!!

      • http://www.novembergold.com HB

        Clearly, you are an Apple fan. Fine, but please stop defending the indefensible. Apple creates inferior products that have a lot of flash and sizzle without substance This includes the iPhone, iPad et al. Android and WebOS both are better phone systems, tablet/slate sytems. Yet Apple not only has a large amount of fan boys, but they know how to market. Many iPhone users have never actually tired the competition. If they did, they would leave in a heart beat.

  • MikeD

    All Apple TV needs is either DVR or a cheap subscription model for content. Both would be nice.

    I am certain they’ll sell this new iTV well and the nay sayers on here who have put their doubts before even seeing the device will eat their words.

    Lets really wait to see what it is before we get so rabid. Its like the Blackberry Torch thread all over again. LOL

  • Billy D

    unless all content is free you can count me out.

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