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Appmarket.tv has been reporting on rumours of Apple TV for months now - with Steve Jobs waving it away and insiders leaking that it's still coming - it's been a mystery as to the real position of Apple in the upcoming convergence of the web and TV and how or even 'if' the company will tackle Google TV, Connected TV and the Set Top Box market.
Today it appears that Apple TV will be rebranded as iTV... which is probably going to ire the UK's ITV broadcaster (lawyers lining up?). Prepared to get sued in the UK, Apple. Perhaps they will want to use the BBC's iPlayer next?
And the news is not all that great and rather unamazing in fact. With a lack of 1080p and nothing too new, it's rather a non-story it seems.
In an exclusive report Engadget is saying:
"...a trusted Engadget source asserted that the gang in Cupertino would be releasing a $99 version of the set top box, similarly sized and packed with internals akin to that of the iPhone 4 (A4 CPU, 16GB of flash storage), and will introduce new iTunes streaming services the box could take advantage of."
"Well we've gotten a little more info on the project, and it's not all good. Apparently the box won't be capable of handling (or enabled to handle) 1080i or 1080p video. Instead it will only push out 720p clips. The word -- and cause for much internal debate, we're told -- is that this has something to do with the A4's inability to crank on higher resolution content, but we don't see how that's possible considering the iPhone 3GS could play back full HD video. Furthermore, the device will be getting apps and presumably an App Store entry, though it's unclear if there will be cross-pollination between iPad and iPhone / iPod touch offerings and new Apple TV applications."
"Oh, and there's one more thing -- Apple will be officially changing the name of the device to iTV, abandoning the current moniker in favor of something a little more in line with its current iOfferings."