iTV concept (flat, gold, Martin Hajek 002)

A report by DisplaySearch may have dashed hopes for an imminent Apple television introduction as Apple turns its attention to wearables, but there’s no stopping prolific 3D artist Martin Hajek from imagining what a full-on television set with the Apple logo could/should look like, all over again.

Taking cues from Bloomberg’s report which calls for curved-glass iPhones in 2014, Hajek is now seemingly torn between a flat and curved-glass iTV variant. I know which one I’d take in a heartbeat, but how about you?

The new batch of renderings represents “a small update on the iTV concept I created with iCreate magazine earlier this year,” the artist explained in a post over at his personal blog.

iTV concept (flat, gold, back, Martin Hajek 001)

Other questions being posed in Hajek’s mind:

• will iTV be an upgraded Apple TV box?
• if so, will it be white and gold?
• or will it be a maximized iMac?
• …in gold?
• and if so – will it be flat… or curved?

I think I can safely answer his questions with a high degree of certainty, by applying (some) knowledge of the matter and common sense.

There should definitely be an upgrade to the Apple TV box for folks who just need AirPlay and an easy way to stream their entertainment to the living room TV.

At the same time, a pricey full-blown TV set could target high-end, the types who live on the bleeding edge of technology, with exclusive features such as bundled premium TV programming, the awesome 4K Retina screen with 4K iTunes content (Netflix is toying with 4K) to go with it and of course the ability to runs apps and games via an Apple TV App Store.

iTV concept (iTV or Apple TV, Martin Hajek 001)

It won’t be white and it won’t be gold. A gold TV set would be just preposterous. And even though white works for mobile devices, I don’t see people hanging an all-white 55 to 65-inch box on the wall.

iTV concept (flat, gold, back, Martin Hajek 002)

What I’d very much want is either silver or pitch black design to frame that big picture on my wall, but without any visual and design distractions.

It won’t be “a maximized iMac” either – you don’t enter a new category with an old design.

iTV mockup (Martin Hajek 007)

And yeah, it will be most definitely flat – who wants their Hollywood entertainment distorted by a curved-screen design?

There’s a good reason IMAX screens are curved: such a monstrous screen wants to cover as much of your peripheral vision as possible and the best way to achieve this is to apply a slight curvature on the edges.

iTV concept (curved, black, Martin Hajek 001)

But living room TVs are different.

No amount of curving on a TV set is capable of replicating the movie theater experience. If it worked, Samsung would have put curved screens on their TVs. Even a 150-inch TV screen is simply to tiny relative to the IMAX screen to cover one’s peripheral vision in living room scenarios.

So my advice to Hajek would be: stop the curved-screen thing, drop gold and get back to the basics.

But what do I know, I just blog here.

Anyways, if you’re a fan of gold designs, check out Hajek’s gold Mac Pro, iPhone Air (with a case), iPad Air, iWatch C and other concepts in his rich portfolio.

And don’t forget to check out additional renderings on Hajek’s blog and get back here to chime in with your thoughts down in the comments.

  • Steven Cannan

    I think its going to be the closest thing to an iMac now

  • Tas

    I like the curves. That’s awesome.

    • Gróf Attila

      they look good but there is no huge benefit from the curved glass, rather just advertisement

  • Gróf Attila

    His iwatch concepts look amazing! Would definitely buy one.

  • Joseph A. Ahmad

    This is a gorgeous concept. I love that aluminum on the back.

  • dazzw

    “I don’t see people hanging an all-white 55 to 65-inch box on the wall”

    i have a white tv (samsung 3D) and it looks awesome hung on my wall.

  • jack


  • YNN08

    Apple must fix MacBook Pro 2012 running on mavericks and connectivity with ATV2, It’s horrible. What’s wrong with apple now ????

    • Abdl

      Whats wrong with 2012 MBP running mavericks?

      • YNN08

        Sound is worse and screen-play has so many lags and breaking. I did not have this issue till I updated to Mavericks. Although, videos play fine with iTunes.

  • on3simpleclick

    Stupid idea. Not everyone in the lounge room sits directly in front of the TV…

  • Danuel Carr

    It’s playing Pacific Rim. I like it.

  • Tom

    Considering the Apple Cinema displays are 899 can you imagine how this would be..

  • Disssqusss

    Opppsss you gave samsung another idea with that curved glass tv. Samsung will released this tv in 3… 2… 1…

  • Schryliam

    They probably will put in a front camera

  • Sigurd Boe

    No amount of curving? I think the future lenses of the Oculus Rift disagrees with you there smarty pants.

  • Drake Miller

    i really like it !, very detailed design.

  • Yunsar

    For your information, Samsung, LG, and Sony have already released curved oled 55″ TVs.

  • Cosies flatten

    I think if they introduce this they should rename the applet something like ibox

  • Imanol Cuadrado Jiménez

    Curved Displays are now out in the market and they are awesome, the view from the sides is way better than a flat screen and the experience is more immersive. You have been very wrong here.