Apple has been attempting to do one thing huge with TV for greater than a decade, relationship all the way in which again to when it first previewed the “iTV” streaming field in 2006. Years later, Apple continues to be attempting to interrupt into the TV business with its greatest push but: a streaming service anticipated to be introduced on the firm’s upcoming “It’s present time” occasion on March 25th, full with authentic Apple-produced TV exhibits and flicks that will likely be unique to the service.

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But it surely’s been a protracted street for Apple to get thus far, one crammed with shifting methods, company disagreements, and outright failures in negotiating with each cable firms and content material suppliers. Under is an abridged historical past outlining how we received right here, from rumors to {hardware} to software program.

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September 12th, 2006: Apple declares the “iTV” set-top field (which might later be renamed because the Apple TV) for in-home syncing and streaming of native iTunes content material to a TV, set to launch in 2007, marking the formal begin of Apple’s TV ambitions.

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January ninth, 2007: The unique Apple TV set-top launches. Future software program updates finally untether it from iTunes, and provides prospects the power to stream and buy iTunes TV exhibits and flicks straight on the machine.


August 20th, 2009: Piper Jaffray analyst Gene Munster makes his first prediction that Apple will create a tv set, with a launch estimated for 2011. Munster additionally predicts a brand new model of an Apple TV with TV enter and DVR capabilities, much like a TiVo, and a Netflix-like iTunes TV move that will give entry to TV present content material on iTunes for a set month-to-month charge, changing a cable subscription.

September 1st, 2010: Apple launches the second era of the Apple TV. It now consists of choose third-party apps, together with Netflix, permitting prospects to stream TV and film content material from non-iTunes sources. Over time, extra TV sources are added, together with Hulu, Amazon Prime, HBO, and most main channels and networks.

October 2011: In his biography by Walter Isaacson, Apple CEO Steve Jobs discusses his dream of making an Apple-branded TV that will sync with different Apple units and iCloud. “It’ll have the best person interface you could possibly think about. I lastly cracked it,” Jobs famously says.

October 24th, 2011: Bolstered by Jobs’ feedback, Munster as soon as once more predicts a real Apple TV: an Apple-branded tv set that will mix dwell TV exhibits with iCloud content material and have Siri assist for looking out present titles and actor names. Munster notes that Apple is already prototyping TV units.

November 30th, 2011: Munster repeats his prediction of an Apple TV set, with a launch in time for the 2012 vacation season. He additionally notes that an Apple TV set would have the ability to be managed with an iPhone in addition to Siri, and claims that it will characteristic an App Retailer, much like iOS, for downloading new apps and video games. In line with Munster, prospects would nonetheless want a cable subscription, as a result of Apple wouldn’t have sufficient authentic content material in any other case. However all that will be wanted was for patrons to plug in a coaxial cable, he mentioned, after which Apple’s software program would do the remainder.


Apple TV 2012 hero (EMBARGO)

March 16th, 2012: Apple releases the third-generation Apple TV. It’s almost equivalent to the second-generation mannequin, however with a quicker processor and assist for 1080p video.

Could 29th, 2012: On the D10 convention, Tim Prepare dinner calls the TV market an “space of intense curiosity” for Apple. “I don’t assume Apple has to personal a content material enterprise,” he says. “We haven’t had a difficulty getting content material.”

August 15th, 2012: The Wall Road Journal experiences that Apple is in negotiations with varied cable firms to offer an Apple TV set-top field with dwell TV capabilities.

September sixth, 2012: Bloomberg experiences that Apple gained’t be releasing a brand new Apple TV set-top field or a full-fledged tv that yr resulting from stalled talks with cable firms. The core points: cable firms are reluctant to cede management over issues like UI presentation and {hardware} gross sales.

November 20th, 2012: Gene Munster points a analysis notice predicting an Apple TV set by vacation 2013, with assist for Siri and FaceTime. “The most important merchandise unlikely to return with the TV will likely be unbundled channels,” says Munster.

Could 28th, 2013: Tim Prepare dinner says that TV is a “nice curiosity” with a “grand imaginative and prescient” for Apple on the D11 convention.

Could 29th, 2013: Bolstered by Prepare dinner’s feedback at D11, Munster predicts Apple will launch a TV set by the tip of 2014.

January 29th, 2014: 9to5Mac’s Mark Gurman experiences that Apple is testing a brand new Apple TV set-top field that will let customers watch dwell TV with “an Apple-designed person interface atop their content material,” that includes a built-in TV tuner and the power to manage present cable containers.

February 12th, 2014: Reviews from Bloomberg and The Wall Road Journal say that Apple is working with Time Warner Cable to launch a set-top field later that yr that would supply entry to dwell TV.

March 23rd, 2014: The Info experiences that Apple is working with Comcast (which has now acquired Time Warner Cable) for a set-top field that will “mix dwell TV listings with apps and net video, with a giant concentrate on gaming.”

February 4th, 2015: Apple reportedly shifts TV technique, is now in talks straight with TV programmers to offer its personal over-the-top TV bundle, much like Sling TV or PS Vue.

March 17th, 2015: The Wall Road Journal experiences that Apple and Comcast’s earlier talks have damaged down, and that Apple is now pursuing its personal TV bundle of round 25 channels that the corporate would provide straight over the web. ABC, CBS, and Fox are mentioned to be in negotiations, though not Comcast-owned NBC.

March 17th, 2015: Bolstered by experiences of Apple’s over-the-top service, Gene Munster predicts an Apple TV set as its subsequent main product.

Could 18th, 2015: The Wall Road Journal experiences that Apple has shelved its 4K TV venture, citing a scarcity of distinctive options that will have allowed Apple to supply a breakout product within the market.

Could 19th, 2015: Gene Munster publishes a analysis notice titled “Dealing with The Actuality of No Apple Tv.”


September ninth, 2015: Apple declares the fourth-generation Apple TV, that includes an App Retailer and built-in Siri for solutions and search. Notably, Apple doesn’t launch its personal dwell TV service — as a substitute, the corporate factors to Siri and third-party apps as a content material aggregation and discovery system.

February 12th, 2016: The Hollywood Reporter experiences that Apple is creating its first authentic TV sequence, a darkish drama referred to as Important Indicators starring Dr. Dre (co-founder of the now Apple-owned Beats). The sequence is reportedly set to premiere on Apple Music.

March 24th, 2016: Apple declares a second authentic TV sequence, (later named Planet of the Apps) a Shark Tank-style actuality present primarily based round pitching app concepts.

July 26th, 2016: Apple orders a Carpool Karaoke TV sequence, additionally meant for launch on Apple Music.

December 12th, 2016: Apple launches a centralized “TV” app for the Apple TV and different units to combination all streaming and bought content material in a single hub, full with suggestions and integration with dwell TV streaming apps. However the app is severely restricted — Apple can solely hyperlink out to different apps, not begin the streams straight, and assist at launch isn’t complete.

June 16th, 2017: Apple hires Jamie Erlicht and Zack Van Amburg from Sony Photos Tv. The 2 will serve in “newly created positions overseeing all points of video programming” for Apple.

June seventh, 2017: Planet of the Apps launches as Apple’s first authentic TV sequence. The present is accessible on Apple Music completely for subscribers to the music service.

August eighth, 2017: Carpool Karaoke premieres on Apple Music.

August 16th, 2017: The Wall Road Journal experiences that Apple is making ready to take a position over $1 billion in each shopping for and producing authentic content material, with a purpose of manufacturing as much as ten exhibits that might premiere on both Apple Music or a brand new TV streaming service.


Photograph by Amelia Holowaty Krales / The Verge

September 22nd, 2017: Apple launches the Apple TV 4K, an up to date model of the fourth-generation Apple TV set with 4K assist. From a software program perspective, the brand new field provides no new tv options, dwell or in any other case.

October 2017 – June 2018: Apple-produced sequence are introduced, together with Superb Tales, a drama a couple of community morning present starring Reese Witherspoon and Jennifer Aniston, an area drama from Ronald D. Moore, an “epic, world-building drama” named See, a sequence from Damien Chazelle, a thriller from M. Night time Shyamalan, a cope with Oprah, and an adaptation of Issac Asimov’s Basis books, amongst others.

February 15th, 2018: Apple renews Carpool Karaoke for a second season, the primary season renewal for an authentic Apple tv sequence.

June 27th, 2018: The Info experiences that Apple is contemplating a streaming bundle that will provide Apple Music, its TV service, and a information service collectively in a single subscription.

January eighth, 2019: Tim Prepare dinner says that Apple will “announce new providers this yr.”

January 29th, 2019: Apple’s video streaming service is rumored to launch in spring 2019.

March 13th, 2019: Apple reportedly mentioned to be working to bundle streaming providers like HBO and Showtime with its TV service to bolster content material alongside its authentic programming.

March 11th, 2019: Apple declares “It’s present time” occasion for March 25th, the place the corporate is anticipated to announce particulars on its new TV streaming service.

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