Despite there being no official confirmation of an Apple television as of yet, it isn't stopping the competition from talking about its potential impact on the marketplace.
As is not unusual for Apple, the Cupertino-based company has a way of influencing conversations and movements of other companies without even saying a word. The mere rumor that they may be preparing a new product is quite often enough to cause others to start scrambling, and for people to ask other manufacturers how they might react to a supposed unveiling of a new product line. Pocket-lint reports on just one such situation that saw Samsung AV product manager Chris Moseley go on at great length about at the company's European Forum in Prague about how the often rumored Apple TV isn't causing his team a whole lot of concern.
We've not seen what they've done but what we can say is that they don't have 10,000 people in R&D in the vision category.
They don't have the best scaling engine in the world and they don't have world renowned picture quality that has been awarded more than anyone else.
TVs are ultimately about picture quality. Ultimately. How smart they are…great, but let's face it that's a secondary consideration. The ultimate is about picture quality and there is no way that anyone, new or old, can come along this year or next year and beat us on picture quality.
So, from that perspective, it's not a great concern but it remains to be seen what they're going to come out with, if anything.
We don't know if Moseley's comments reflect the thoughts of the entire company, but he does raise some very valid points about picture quality being the true deciding factor in most television purchases. Things such as apps and built-in cameras are nice extras, but it's unlikely to be the main driving point of someone's purchase for an expensive piece of equipment that they will likely spend years with in most cases.
Should the Apple television turn out to be a reality, they will be entering one of the most competitive consumer markets out there, and it's hard for a new player to even get a toe-hold unless they do something truly amazing. Vizio is a good example of this as it took significantly lower pricing then their competition for them to get noticed. Apple is not known for its low pricing, and while they can promise us a supposedly better user experience, people are going to need to see just how the images it projects look compared to cheaper alternatives out in the marketplace before they plunk down the cash with them.