That headline may not make much sense, but that’s how Forrester’s James McQuivey explains his idea for a new Apple TV set that could be different enough to be disruptive. While he calls it “Apple’s coming plan to take over the TV business,” like all reports on Apple TV these days, it’s pure speculation. However, I think the product idea is unexpectedly good. Here’s McQuivey’s pitch:
Apple should sell the world’s first non-TV TV. Instead of selling a replacement for the TV you just bought, Apple should convince millions of Apple fans that they need a new screen in their lives. Call it the iHub, a 32-inch screen with touch, gesture, voice, and iPad control that can be hung on the wall wherever the family congregates for planning, talking, or eating – in more and more US homes, that room is the dining room or eat-in kitchen. By pushing developers to create apps that serve as the hub of family life – complete with shared calendars, photo and video viewers, and FaceTime for chatting with grandma – this non-TV TV could take off, ultimately positioning Apple to replace your 60-inch set once it’s ready to retire.
In other words, turn a TV into a utility device that doubles as an entertainment vehicle.
Of course, who knows what Apple’s working on, but this idea breaks out of the TV mold (and the seven year upgrade cycle) with a truly interactive device that many people would crave. “I want this so bad I can almost taste it,” McQuivey says. Would you buy it?