Apple is rumored since years to enter the TV Market.
The new Apple TV, rumored to be renamed to iTV, is seen by Piper Jaffray analyst Gene Munster as stepping stone to an Apple TV set according to Apple Insider. Apple is rumored since years to enter the Television market. Gene Munster predicts that Apple enters the TV market with a connected TV as early as 2012.
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Apple is supposed to use the new iTV to attack cable TV providers and their set top boxes. For that to happen Apple needs to stream TV content in a subscription model. The new massive data center in North Carolina Apple is building could be the key to cloud-based iTunes and the new Apple TV box.
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Once Apple manages to infiltrate enough homes with the new iTV, it makes sense for Apple to offer complete connected TV sets.