One of the foremost technology company, Apple Inc. has been in a constant state of denial about the acceptance of its highly ambitious project, Apple TV, as a mainstream product. During the D8 Conference, Apple CEO, Steve Jobs stated that, the Apple TV concept will remain as a ‘hobby’ for the company for some time to come, mainly because the current market conditions would not be lucrative for such an initiative. In other words, Mr. Jobs meant that, the current television trends that, mostly involve subsidized cable boxes, would prove to be very hard to compete with.

However, the ‘hobby’ aspect for the Apple TV might be needed to reconsidered as the Internet search giant, Google Inc. is all set to hammer into the television industry with its much debated Google TV project. Though, Logitech has been given an opportunity to design and develop a set top box for Google TV, the search behemoth has also expanded its options of reaching to the consumers by enabling Google TV to be built in to Sony TVs and Blu-ray players. However, if Apple decides to keep the Apple TV project on bench, then to compete with Google and to come to the standards of the rapidly evolving television industry, Apple Inc. could in fact come true to the rumors of the company thinking about developing actual television sets. If Apple tends to achieve this aim, then it would not only have a say into the types of set boxes and services that can be bundled with the new television sets, but would also be able dictate its own ways of working in the television market.

Via TechCrunch, SF Weekly & All Things Digital