According to Forrester Research, the key competitive advantage of Apple’s rumored television set – often referred to in media reports as the iTV – won’t be the television part per se.

Instead, one analyst thinks Apple should sell the world’s first non-TV TV, which would entail convincing folks they need a new screen in their lives.

It should enable the ultimate portability in that one should be able to hang it on any wall where the family congregates for the usual activities and of course it would run apps and represent the ultimate realization of everything Apple stands for…

Forrester Research analyst James McQuivey explains in a blog post that Apple should not try to just replace your current TV set with own branded screen.


For starters, TV upgrade cycle typically takes a whopping seven years.

Yes, seven years.

Besides, content is still controlled by monopolists unlikely to give Apple the keys to their content archives.

So, what’s the deal with iTV then?

Here’s me putting on the record what I’ve been telling clients behind closed doors for over a year: Apple should sell the world’s first non-TV TV. Instead of selling a replacement for the TV you just bought, Apple should convince millions of Apple fans that they need a new screen in their lives.

His thinking echoes a sentiment we’ve been hearing a lot by iDB commenters in that Apple has little chance of succeeding in the cut-throat television biz if the iTV ends up being yet another screen with a novel user interface.

So, what’s up with this iHub thing?

Call it the iHub, a 32-inch screen with touch, gesture, voice, and iPad control that can be hung on the wall wherever the family congregates for planning, talking, or eating — in more and more US homes, that room is the dining room or eat-in kitchen. By pushing developers to create apps that serve as the hub of family life – complete with shared calendars, photo and video viewers, and FaceTime for chatting with grandma – this non-TV TV could take off, ultimately positioning Apple to replace your 60-inch set once it’s ready to retire.

Now, this makes sense.

Apple positioned the Mac in the early-1990s as a hub for your digital life, expanding on this strategy to much success with the iLife suite of digital lifestyle apps and, nowadays, with iCloud.

So, the iTV should be a portable 32-inch window to your content like the thing depicted in the top image and not a 50-inch beast such as this concept render?

The iHub, of course, would be the ultimate realization of everything Apple stands for.

If you think about it, my proposal takes advantage of everything Apple has going for it: Its base of super-engaged customers, its bevy of hungry developers, its ability to open our minds to the possibility of post-PC computing form factors, and its spectacular track record with generating elegant experiences that teach us to do things we didn’t know we needed. In fact, I want this so bad I can almost taste it.

He is convinced Apple will release such a product sooner than later.

That’s why, if what Apple releases later in the year falls short of my admittedly high expectations and I will probably come off as less impressed than others. I’ll be comparing whatever the company eventually sells to a glorious and welcome revolution that only Apple could incite.


Heck, yeah!

I’d love to have a beautiful display, light enough to carry around and hang on any wall, but still big enough to enjoy my content and run gorgeous, touch-enabled apps on a 32-inch canvas.

Any iOS device could act as a software remote and be a bridge to Siri functionality.

I know analysts are wrong more often than not, but we haven’t heard such an interesting take on the iTV meme before and decided to share it with you for the sake of discussion.

We’re down in the comments.

[via 9to5Mac]

  • Typo:”meaning convincing folks they need a new scree in their lives”
    Needs “n” in “screen”

  • Anonymous

    No convincing needed for all you fanboys out there and seriously, can you please quit the fucking “iTV” shit .. It’s always you aswell that calls it that in every single post yet you have nothing to justify it !!!

    • If you don’t like hearing about it, don’t read it, idb is the best blog an that includes rumors that are very cool

  • KewlDewd

    “…the key competitive advantage of Apple’s rumored television set will be television per se. Instead, Apple should sell the world’s first non-TV TV”

    ??? Those 2 phrases contradict each other. Did you mean “will NOT be television per se”?

  • I like those ideas, it would be nice to move that tv anywhere u want easily.

  • Anonymous

    Stop getting carried away with semantics and typos guys. Plenty of people refer to the concept of an Apple Television as the iTV, simply because it’s a convenient code-name, given we know nearly nothing about it. And the “non-TV TV” label is obviously a short reference to indicate that its not meant to replace our existing large TVs.

    Getting back to the topic, for me personally the idea of a smaller iHub isn’t all that appealing. I just can’t see myself getting enough use out of yet another screen and I live in a small place. I already have an iPad, iPhone, PC, laptop & 50″plasma. Have to draw the line somewhere 🙂

    However I can definitely see how a 32″ touchscreen(?) would be an appealing concept for other people, and probably a far more realistic entry into a very crowded 42″/50″ TV market. Interesting theory that’s for sure.

  • Anonymous

    People get annoyed when you mention the name ‘iPhone 5’. At least that isn’t already a brand name for something completely different.

    iTV is a well established mainstream television network.
    Nothing to do with Apple.

  • Geez, some of you need to calm down a bit. I like the idea and concept, but who really wants to be hauling around a big screen from room to room, or are they forcing us to get a screen for every room? I guess, I don’t get it.

    • me neither? Even the lightest 32″ TV is still too big to be moving all over the place….

  • So is it just a massive iPad?

    • Exactly what i was thinking. If I can afford it, I may buy it though haha

  • Anonymous

    This is where a flexible display would be useful. So you could roll it up when you’re done, and easily move it around.

  • Wait, so how are People suppose to move the 32″ screens? Are they so light that even small children can carry around them? Ah, I would prefer a real ITv instead, or something completely new, like in the movie “Irobot”, that artificiall robot which moves around everywhere and now, Imagine it being Siri and having the possibility to show photos or videos by “creating” a vision on the wall, just like projectors! Now that, I would Ibuy for sure :p

  • I think that’s why Apple released the Apple TV and will continue too upgrade it. The TV market is a hard one right now especially when analyst are talking about starting prices at $2000 or more for an iTV. They know this is not the right time to dive in so I think they’ll just stick with the Apple TV a little longer!

  • Anonymous

    esa foto ya aparecia en la xbox (negra) no entreis al trapo
    and that photo appeared on the Xbox (black) do not enter the rag