However, the question is: will the new products include a new generation of Apple TVs? For the past few years, rumours about a “new Apple TV” were plenty including a complete TV set and, more recently, a set-top box that would include a (cable or IPTV) tuner, game integration, gesture control and more.
During the meeting, Cook said, “It’s a little more difficult to call it a hobby these days.” But even with a turnover of over one billion dollar, it is small beer compared to the company’s total of $171 billion in sales.
Still, the company until now sold more than 13 million units of its “hobby” product, compared with eight million for the competing Roku set-top.
Meanwhile, Apple has steadily been adding up content sources to its existing set-top (mainly in the US, see chart) including Netflix, but creating a hybrid box would make sense. This could include teaming up with cable, IPTV or DTH platforms.