Ever since the publication of Walter Isaacson’s biography on Steve Jobs where he cites Steve as saying that he and Apple had “cracked the code” on TV, there has been insane speculation about Apple’s purported forthcoming TV products and strategy. And appropriately so — Apple’s rise as the dominant global consumer electronics powerhouse for internet platforms and devices ensures that whatever the company does, it will be transformative for consumers and the TV industry.
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As always seems to happen with Apple (AAPL), there’s the barest hint of a rumor of some new device and suddenly you get the incessant watch for actual products to hit the market. The latest noise is about an Apple TV — not the set-top box version, but an Apple-branded full set. According to the Walter Isaacson biography, the late Steve Jobs said that he had cracked the problem of a successful offering.
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“Apple may have “cracked” the code to creating an integrated, easy-to-use television, as co-founder Steve Jobs famously told his biographer, Walter Isaacson. But the challenge of conquering the living room won’t be overcome by simplifying the user experience alone.”
“The technology industry is absolutely bent on reinventing television, but some of us are fine with the way TV is now.
Editor’s note: This is the latest in a series of Business Insider commentaries for CNN that debunk commonly held perceptions about technology.
(CNN) — The technology industry is absolutely bent on reinventing television.
According to Walter Isaacson’s biography of Steve Jobs, one of his last big accomplishments was figuring out how to make a better TV.
‘I’d like to create an integrated television set that is completely easy to use,” Jobs told his biographer. “It would be seamlessly synced with all of your devices and with iCloud….It will have the simplest user interface you could imagine. I finally cracked it.’
“Apple Inc. (AAPL) is turning to the software engineer who built iTunes to help lead its development of a television set, according to three people with knowledge of the project.
Jeff Robbin, who helped create the iPod in addition to the iTunes media store, is now guiding Apple’s internal development of the new TV effort, said the people, who declined to be identified because his role isn’t public.
Robbin’s involvement is a sign of Apple’s commitment to extending its leadership in smartphones and tablets into the living room. Before his Oct. 5 death, Apple co-founder Steve Jobs told biographer Walter Isaacson that he had ‘finally cracked’ how to build an integrated TV with a simple user interface that would wirelessly synchronize content with Apple’s other devices.”