More Apple-TV rumors

If this Wall Street Journal piece is to be taken seriously, longtime Apple-TV believer Gene Munster just got an early Christmas gift.

According to the Journal:

Apple Inc. is working with component suppliers in Asia to test several designs for television sets, people familiar with the situation said, suggesting that the company is moving closer to expanding its offerings for the living room.

I’ve written previously about my doubts surrounding an Apple TV. The upgrade cycles on TVs, the need for various screen sizes, the likelihood the company would need to partner another CE manufacturer: None of it fits the company’s modus operandi.

That said, I do thinkĀ Apple is probably searching for a new growth engine. For the past decade, Apple has introduced a completely new product line every three or so years, and with the smartphone market maturing and tablet competition heating up, it’s due for a new one. TV seems the most ripe of all the various personal technology markets for reinvention, and no company has really established itself as a dominating platform in smart TV.

All that said, I still think unless Apple can really recreate the TV experience in a way that is a much bigger upgrade than the current Apple TV mini-top, there’s limited potential here.