Gruber: “something big is going on with Apple TV in Cupertino”

By , Jun 27, 2012

Apple’s $99 set-top box is of limited use unless you of course jailbreak it. This might change soon, at least to a certain extent, a well-informed pundit has suggested. Apple last refreshed the little hockey puck in March of this year, with new features such as full HD (1080p) video support, a revamped interface and a tweaked A5 chip with

Boy Genius editor Jonathan Geller ran a story earlier this month asserting Apple would unveil the official software development kit for the Apple TV at WWDC. He credited the claim to “a trusted source”, writing:

We have heard from a source that Apple will be introducing a TV SDK at WWDC next week. This would enable third-party developers to create software for Apple’s TV products.

Geller wasn’t the only to make dubious Apple television claims ahead of WWDC (I’m looking at you, Jefferies & Company analyst Peter Misek!).

Well-known Apple pundit John Gruber wrote in response to Geller’s claim which, as you know, has failed to materialize:

So much for that trusted source. Worth noting: I took a guess that Apple might announce something like this at WWDC, but Geller wasn’t guessing.

And from what I gathered asking around during WWDC, there was never anything Apple TV-related slated for announcement at WWDC.

Then he dropped a bomb:

Something big is going on with Apple TV in Cupertino, but it’s still being cooked.

Gruber’s comment is pretty vague, but I think it’s worth mentioning because he rarely engages in making such predictions with a certain degree of confidences unless he heard credible stuff from his deeply entrenched Apple sources.

We’re bound to learn pretty soon what aces Apple might have up its sleeve as Google shares updates regarding its Google TV platform at its Google I/O show later today.


Someone’s wet dream on how an Apple television set should look like.

Third-parties are not standing still either. For example, Brightcove officially released its open-sourced SDK yesterday which lets programmers write dual-screen apps for iOS and Android devices that stream media to a TV set while displaying useful and interactive pieces of information on mobile devices such as the iPhone and iPad.

Plus, Apple’s Taiwanese supply chain is making huge investments into cutting-edge display plants.

Regardless of the whispers and certain sources’ and writers’ track record of accuracy, would you be willing to predict that at some point Apple will want to enter the television hardware business?

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  • http://twitter.com/macboy76 Michael Alejandro

    Please everyone has been saying the same stuff about the apple tv since the Steve jobs book. We will see it when we see it.

  • Eric Armstrong

    Haha yea seriously, I hear the once a week. It’s like when you count “3..2..1..” over an over again until the light actually turns green; eventually you’re gunna get it right.
    Also, What the hell is the pciture?! The bezel is huge, there is a set top box with a WIRE, and the remote from generations ago! That might have been believable 5 years ago, but when we see the real thing, I think (and hope) we’ll be truly blown away.

  • Wael Abdo

    waiting for it…

  • Aric Bolf

    “Something big is going on with Apple TV in Cupertino, but it’s still being cooked.”

    Big is a word that means something different to everyone. Does big mean what this story wishes to happen or does bit mean a small tweak of a bit more content? big can mean anything because it’s all about individual perspective.

    Since the word big is useless, it can also be said like this:
    “”Something is going on with Apple TV in Cupertino, but it’s still being cooked.”"

    Frankly, his statement is absolutely true because we all can safely assume they didn’t stop working on the apple TV after the last release. Just like they don’t stop working on any of their other current products.

    However, using the word big is fun for the same reason it’s fun to buy a lottery ticket.

    • Eric Armstrong

      Good point. My response to his comment would be, “no shit, Sherlock”