Originally posted on Gigaom:
By now, we’ve all heard plenty of rumors about Apple (s AAPL) building an actual TV set — a rumor that was only fueled by the recent minor and somewhat underwhelming update to its existing Apple TV set-top-box. The question is: What kind of TV services would Apple offer on such a device? BTIG analyst Richard Greenfield examined a few theories in a very smart blog post (login required) Wednesday, and his conclusion may surprise you: Apple shouldn’t try to reinvent the wheel, he suggests, but instead partner with DirecTV (s DTV) or Dish (s DISH) to launch an Apple TV product with access to live TV feeds.
The speculations around a new Apple TV product were fueled by the Steve Jobs biography, which has Jobs saying that he “finally cracked” the challenge of building an integrated TV experience that’s easy to use. Greenfield notes in his blog post that Jobs essentially described the exact opposite of your typical cable TV experience, with its hundred-plus channel guide and its overwhelming remote controls. In other words: For Apple to revolutionize television, it would have to offer access to linear TV, with a new interface.