Apple TV Living Room Close Up

Despite numerous rumors that an Apple television set could launch as early as the end of this year, at least one analyst is saying it will take a bit longer than that.

The mythical Apple Television, also know as the iTV, has become like Bigfoot these days in that we hear all sorts of rumors, but yet no one can step up with any hard evidence beyond some quotes in the Steve Jobs biography.  While many analysts have said it is indeed real and launching this year, one analyst is now going against the grain and not denying its real, just that we won’t see it until 2014.

JP Morgan analyst Mark Moskowitz released a note to investors this morning that a delay in the launch of the iTV was probable simply due to the current economic conditions.  “We are not sure that the Apple premium could prevail in the TV market, unless there is a radical change of the user interface, integration of the TV programming and data content, and use of gesture or voice control,” said Moskowitz.  He went on to say that he still felt that Apple has a shot at “radically alter the TV landscape,” and that :Enhanced-content offerings could augment Apple’s TV solution but are not a necessity for Apple to be successful in the living room, in our view.”

As to what Apple may do in the meantime, though, Moskowitz sees the company continuing to work on its Apple TV set top box in an effort to keep fine tuning what the company will eventually offer.  “We believe Apple can design a smarter set top box to manage all components behind the end user’s TV experience, as well as eliminate the oft-cumbersome user interface provided by the cable and satellite operators,” he said.  As for what else he envisioned the company toying with on the Apple TV, possible additions as he saw it included  universal remote capabilities through Siri or gestures, DVR aspects, set top box capabilities and possibly the addition of gaming console options.

It seems as though no analyst is saying any longer that the iTV is never going to happen, it’s just a question of when.

[via AppleInsider]