Apple already has an Apple TV set top box that it sells. Google (GOOG - Get Report) competes in this area, though with muted success. Reitzes believes Apple is working on a new service centered around iOS, iCloud, and iTunes to enhance its television, making it far different to offerings from Sony (SNE - Get Report), Panasonic (PC), Samsung and others. "We believe that the Apple version of TV may evolve into a product that is "always on" with the ability to display a variety of messages, and other key information as well as even act as a video conferencing device," Reitzes wrote.Many believe that Apple will offer a device that includes FaceTime, App Store, Siri and iCloud, as well as a host of other features that would make users pay a premium price for the set. Piper Jaffray analyst Gene Munster believes consumers will pay as much as $2,000 for the device. "We believe Apple will launch a TV in time for the 2013 holiday," Munster wrote in his report. "As we have previously discussed, we expect a $1,500-2,000 MSRP (Manufacturer's Suggested Retail Price) with screen sizes in the 42-inch to 55-inch range." He rates Apple "overweight" with a $900 price target.
Apple TV: 'One More Thing'
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