Ah, the iTV. Apple's long-awaited television has been the subject of endless speculation since Steve Jobs' biographer Walter Isaacson wrote in 2011 that the Apple founder "finally cracked" the solution to today's TV business.
Apple currently sells a set-top box called the Apple TV, which has enjoyed some limited success. But Apple is rumored to be working on either a TV set or advanced set-top box that would include live television. It is expected to revolutionize the way users purchase and interact with media.
But if Jobs truly "cracked it," where is it? As it turns out, negotiating with content creators is complicated.
"Clearly it has been a focus of Apple's for a long time to revolutionize the home video consumption experience," said Forrester's Golvin, adding that he does not think Apple has a firm date for the iTV yet.
Other analysts say Apple needs to get to the market soon. ITIC's DiDio says the probability of a 2013 launch of iTV is "50-50." At the latest, she expects an iTV by the second quarter of 2014.
Apple has a profit margin problem, as competition ramps up and customers switch to cheaper devices. The only way out is to innovate.