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TheStreet Open House

An Apple Rumor Tim Cook Probably Knows as Fact

For real?

Such convoluted logic from a scribe who simply doesn't understand Apple. That MarketWatch headline and piece takes the stance that Apple will make a lower-priced phone with the goal of making it as affordable as it can for as many people as possible. If that's what Apple is doing, many Tim Cook should listen to some of us.

Again, replay the lead-up to iPad mini in your head. Lots of folks thought it had to be cheap, said it was going to be, but it wasn't. Thankfully.

Because Apple doesn't compete on price. Never really has. Shouldn't start now. That's the advice Tim Cook should take: Don't compete on price. If he does, my concerns that Apple is dead come alive.

Again, over at Mac Observer, John Marellaro gets it right as he reiterates his prediction of a premium-priced HDTV/set-top box in one from Apple:

I think the answer has to be that the 60-inch HDTV will offer something that the set-top box cannot, and that's electronic control over the video feed, within the TV, that offers features that an external set-top box, connected via an HDMI link cannot ...
For those people who are ready to replace an older HDTV, this makes the prospect of buying an Apple replacement very attractive ... Apple needs to do something to whet people's appetite, capture their imagination, and nudge them towards its integrated HDTV solution.
So some kind of feature differentiation between these two new products is a must. The features made possible by control over the final display could push many customers away from the the half-hearted, so-called Smart TVs.
A dual product line, an HDTV with enhanced features and a 4th generation Apple TV to capture the rest of the customer base, both with an exciting, new TV viewing experience makes a lot of sense. And it nicely explains why we're hearing rumors, back and forth, about one or the other. The answer could very well be both.

Are you listening, Tim Cook? Hopefully, you already know.

-- Written by Rocco Pendola in Santa Monica, Calif.

Rocco Pendola is a columnist and TheStreet's Director of Social Media. Pendola makes frequent appearances on national television networks such as CNN and CNBC as well as TheStreet TV. Whenever possible, Pendola uses hockey, Springsteen or Southern California references in his work. He lives in Santa Monica.
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