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It is not a secret that Apple is working on its own-brand television that is supposed to come with unique user interface and be compatible with the company’s latest technologies like iCloud, AirPlay and other. As it appears, Apple is currently hiring new members to its Apple TV team, which is also working on the set-top-box, in order to boost the capabilities of the division.

“The Apple TV team is looking for an experienced engineering manager to help deliver the next generation features for Apple TV. Bring your creative energy and engineering discipline, and help us bring the Apple experience to the living Room,” a job posting at Apple’s web-site reads.

The candidate will lead a team of engineers working on new features and functionality, drive releases from initial concept to completion while working closely with cross functional teams, representing Apple TV across Apple. Besides, the developer will have to develop the engineering plan for upcoming projects and communicate with senior management. Naturally, Apple requires iOS and/or MacOS software development experience as well as proven track record of technical leadership, delivering consumer products with aggressive schedules, which includes work on multiple projects at once.

Given the fact that the company is beginning to boost the team now to bring new functions to Apple TV and keeping in mind unofficial reports about an Apple event dedicated to the Apple TV set-top-box, it is highly likely that Apple will release at least one more major STB refresh before an actual TV-set. Such an add-on-device could boost graphics and general-purpose performance in order to drive new games and applications designed with full-HD/iPad retina (1980*1080/2560*2048) resolutions in mind. The platform of the new STB could eventually power Apple’s own TVs.

Shortly from now, Apple is reportedly preparing to make a smaller version of the current third-generation Apple TV set-to-box with the same Apple A5 system-on-chip (dual-core ARM Cortex A9, PowerVR SGX543MP2 graphics core), 512MB RAM and 8GB NAND flash hardware. It is unlikely that the company will be able to bring breakthrough functionality with the current box despite of the fact that it supports iOS 6.1 operating system.

Apple did not comment on the news-story.

Tags: Apple, iTV, Apple TV, iOS, HDTV

Discussion

Comments currently: 3
Discussion started: 02/17/13 04:05:43 PM
Latest comment: 02/17/13 10:49:43 PM
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Creating an apps capability and Software Developers' Kit for Apple TV app and game programmers could bring a revolutionary takover of gaming for Apple. Xbox and PS3 may have seen their better days, which haven't been that good, come to think of it.

Apple will make far more money on gaming than Microsoft of Sony ever did.
0 2 [Posted by: Roger  | Date: 02/17/13 04:05:43 PM]
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2. 
Apple's own TV isn't going to happen. Why would Apple want to get into a segment where there are too many varieties in sizing, etc., to deal with? That's not their MO. Revolutionizing a set-top box like AppleTV is their MO, and gaming + apps + internet + media content, all through iTunes/App Store, just might be the ticket.
1 0 [Posted by: ruel24  | Date: 02/17/13 06:17:35 PM]
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There are big margins to be made in selling high-end TVs. For instance, I just purchased a 800mhz Sony TV that's now 12 month old technology. It had just been reduced from $3200 to $1999. When it first hit the floor it was $4200. It is made/assembled in Thailand. How much profit do you think Sony made initially? With Apple's fanboys, marketing and free adverts in NY Times, the hype should be sufficient for them to move many units and generate big dollars on the actual TV. Then it's money on the content after that. In terms of TV size, because it will be a premium product and because Apple does the choosing for you, they only need 2 sizes - 46" fits all apartment sizes and 57" for houses.
0 0 [Posted by: linuxlowdown  | Date: 02/17/13 10:49:43 PM]
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