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Founder of Digg Kevin Rose has jumped on to the rumor mill surrounding the next-gen Apple TV (dubbed as iTV). He thinks that this upcoming TV set-top box by Apple will run on top of iOS, which means that it will bring the existing 250,000+ apps from iTunes App Store on the big-screen in your living room. He also thinks that Apple will launch this device as soon as next month and that it “will change everything”.

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Apple will be releasing a revamped/renamed version of their ‘Apple TV’ set-top box, called ‘iTV’. The box will run the Apple iOS (same as the iPhone/iPad), and be priced around $99.

From what I hear we should expect to see the iTV launch in September.

And the reason why he thinks it will change everything?

  • iOS TV Applications: Expect to see an iPhone/Pad like marketplace for television applications. Video sharing/streaming/recording apps, interactive news apps, and of course games.
  • a la carte (app) stations: With Apple’s iAds, content producers (eg. ABC/NBC/etc.) can directly monetize and distribute their content. This will eventually destroy the television side of the cable and satellite industry, as your only requirement to access these on-demand stations will be an internet connection. Say goodbye to your monthly cable bill.
  • .Me Picture/Video sharing: At $99 your parents, grandparents, and friends will have an iTV.  Sharing pictures/videos from your iPhone will happen with the push of a button.  Imagine getting a notification of new family videos the next time you turn on your TV. My mom will love this feature.
  • The iPad will turn into one big badass remote control: The iPad will be the preferred input device for the iTV. You’ll be able to editing videos, control games, and extend the interactive television experience. Imagine watching monday night football on the TV while viewing/exploring other camera angles on the iPad.

With the prospects of iOS based Apple TV, and the Android based Google TV on the horizon, it will be interesting to see what Microsoft will do with their existing living room offerings: Windows 7 Media Center and the Xbox 360 game console. The war for supremacy in desktops, web, and mobile has now jumped into living room between these three tech giants. Game on I say!

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