Apple TV Designs Being Tested With Focus On Large Displays

Apple TV is in the early stages of testing with various TV sets which are believed to be undergoing rigorous consideration according to several reports.

The tech giant is believed to be testing large-screen, high-resolution TVs with the help of Foxconn shareholders Sharp and Hon Hai.

Before his death, Apple CEO Steve Jobs promised TV innovations from Apple, and, earlier this month, CEO Tim Cook confirmed that the company was in fact focusing much of its efforts on the living room, specifically TVs.

Apple is hoping that it can take its Apple TV box knowledge to the living room in a more connected way.

In his interview with NBC, Cook proclaimed

“When I go into my living room and turn on the TV, I feel like I have gone backwards in time by 20 to 30 years. It’s an area of intense interest. I can’t say more than that.”

Apple could find it hard to penetrate the TV industry, which is shrouded in long standing relationships; however, a recent survey by Morgan Stanley found that the company’s brand name was enough to interest many respondents. In fact, consumers who appreciate the Apple brand said they would be willing to pay a 20 percent premium for an Apple-branded TV set.

In the meantime, venture capitalist Marc Andreessen tells Dealbook that he expects an Apple TV to arrive in 2014, possibly 2015. Although, Andreessen admits there is still the possibility that Apple could release a TV of its own by the end of 2013 if everything goes as planned.

Would you pay a 20 percent premium to purchase an Apple TV?