Apple Could Debut ITV Interface Next Month: Report

Clamoring for news on Apple's rumored Siri-powered HDTV? A new report suggests that Apple will show off yet another redesigned UI for its Apple TV set-top box at next month's WWDC that'll also drive the real HDTV that the company is building.

Up until now, we've really heard virtually nothing substantial on Apple's HDTV/iTV. Here's what BGR's moles hear:

We've heard Apple is actively trying to court manufacturers to use a new "control out" API in order for third-party manufacturers to make accessories that are compatible with the new Apple TV OS and the upcoming "iTV." It's said that by using the API, it will be possible to control any connected components all from the Apple remote (and the Apple remote iOS app as well, we're assuming).

This would be a huge change in the home theater landscape, which has until this point relied on a mess of thousands of infrared codes and physical cables in order for devices to be interoperable, or Wi-Fi-controlled apps for each component and piece of hardware.

The control out API is said to work with all aspects of various popular components, even allowing control over things like program guides on a cable operators' set top boxes and
other hardware components.

From BGR's description, it would appear Apple's figured a way to drastically simplify and unify the living room's pile of gadgets. As MacRumors points out, BGR's track record for nailing leaks has been murky as of late.

It also seems rather soon for another Apple TV UI update, considering the last one came only two months ago alongside the new Apple TV set-top box. Then again, former Apple TV engineer Michael Margolis did say that the current Apple TV UI was an idea Steve Jobs tossed out five years ago.

More revealing info comes from Apple CEO Tim Cook himself. In yesterday's AllThingsD interview with Walt Mossberg and Kara Swisher, Cook revealed a few things about the current Apple TV set-top box experience:

"We're not a hobby kind of company, as you know It's not a fifth leg of the stool. It's not of the same market size as the phone business or the Mac business or the music business or the tablet business. This is an area of intense interest for us. We are going to keep pulling the string and see where this takes us."

Clearly, Cook is reversing Steve Jobs' belief that the Apple TV was a "hobby." On the matter of an actual Apple HDTV, Cook said:

"I'm not going to tell you. We would look not just at this area, but other areas, and ask, can we control the key technology? Can we make a significant contribution far beyond what others have done in this area? Can we make a product that we all want? ... Those are all the things we would ask about any new product category."

Sounds like Apple knows what it wants and won't deliver until it knows it has the right product.

BGR, via MacRumors and AllThingsD

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