Remember a few months ago, when everyone was hyperventilating about the forthcoming Apple TV?
This was the magical "sheet of glass" powered by Siri that Apple was going to start selling for twice the price of a regular TV.
Apple was going to go do big deals with the TV content companies, disrupt the cable companies, and drive its stock straight to $1,000 by revolutionizing the TV business.
Well, no one talks about the Apple TV anymore.
We're not sure why.
We doubt it has been shelved completely. (We hope not, anyway). Maybe it has just been eclipsed by the iPhone 5 and iPad Mini.
But now Jessica Vascellaro and Shalini Ramachandran of the Wall Street Journal bring news that might explain the recent silence about this exciting new Apple product line.
Apparently, Apple has been meeting with cable TV companies recently pitching a new idea: A cable set-top box that is built or at least powered by Apple technology.
This would presumably either be sold directly, via Apple stores, and
replace cable customers' current cable boxes. Or it would be bought by
the cable companies and rented to subscribers, the same way cable
companies rent today's set-top boxes.
The advantages to this sort of deal for Apple are obvious:
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