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Apple omits TV updates from WWDC extravaganza

Apple’s annual Worldwide Developers Conference (WWDC) saw some major updates for its Macbook products and iOS mobile operating system yesterday (June 11th), but none whatsoever on its long-suspected ambitions to take over the TV market.

Current Apple TV device (2nd gen)

Current Apple TV device (2nd gen)

In the weeks building up to yesterday’s event, rumour had it that the world’s largest company was planning to release a software development kit (SDK) for its Apple TV device, which would enable third-party app developers to provide apps for it.

Other commentators (such as Forrester Research) believed that Apple would make a much bigger announcement, possibly involving its own flat-screen television, and some going so far as to predict the full-blown launch of a linear TV service that would compete directly with established pay-TV providers.

Apple CEO Tim Cook told a Californian conference audience a couple of weeks ago (details here) that TV is of “intense interest” to him, adding that rather than being interested in a device-led approach, he wants to look at improving the “whole TV experience”, and control what he described cryptically as the “key technology”.

However, with radio silence maintained yesterday on all these possibilities, Cupertino’s most famous company is keeping its cards close to its chest for now.

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