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

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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Jonathan Geller founded Boy Genius Report, now known as BGR, in 2006. It became the biggest mobile news destination in the world by the end of 2009, and BGR was acquired by leading digital media company PMC in April 2010.

Jonathan is President of the newly formed BGR Media, LLC., and Editor-in-chief of the BGR website.

What started as a side project at the age of 16, quickly transpired into 24-hour days and nights of sharing exclusive and breaking news about the mobile communications industry. BGR now reaches up to 100 million readers a month through the website, syndication partners, and additional channels.