Former Apple CEO John Sculley believes the television market is "Apple's game to lose" should it decide to move forward with a more integrated set-top box or TV set. Sculley made the comments to Businessweek, which also corroborated previous reports from last week about Apple's alleged plans to get more involved in the live TV market by partnering with cable companies.
Citing an unnamed "person familiar with the matter," Businessweek claims that Apple is indeed in talks with "at least one" major US cable company in order to carry both live and on-demand television content. That information largely matches what the Wall Street Journal published last Thursday about Apple's plans to try to pipe live TV through the Apple TV in addition to "other content"—presumably the current selection of iTunes, Netflix, and Hulu content that's already available.
Sculley may not be everyone's favorite Apple CEO—he was a large part of the reason Steve Jobs ended up leaving the company in 1985—but he appears to maintain a tremendous amount of confidence in Apple's ability to take over a new industry, iPhone-style. "They own three screens—the mobile phone, tablet and computer—and you can see how important it is to them to own the fourth, which is TV," Sculley told Businessweek. "People don’t realize how huge this is. Microsoft wanted the living room, Sony wanted the living room, and so far both have failed."
Before his passing last October, Jobs himself told biographer Walter Isaacson that he had "finally cracked" the concept of the smart TV. Critics have long been skeptical, however, that Apple would go so far as to actually create a television set with Apple TV capabilities built in. But rumors about such a TV have increased in recent months (published by reputable publications, no less), indicating that the company may indeed be preparing for such an announcement. But both Businessweek and the WSJ have emphasized that Apple hasn't made any deals yet with cable operators, so a truly integrated TV or set-top box may still be a ways off.
Still, whether a surprise announcement is planned for this September or sometime in 2013, Sculley seems to think Apple can pull off an overhaul of the TV experience handily. Based on what you know about Apple, do you agree? Let us know in the poll below and in the comments—we'll be sure to check back if and when Apple does make a significant Apple TV announcement to see whether the feeling has changed.
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