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Apple Likely Preparing to Bring Third-Party Apps to Apple TV This Fall

Apple Likely Preparing to Bring Third-Party Apps to Apple TV This Fall

There has been no shortage of chatter about Apple’s rumored television plans. Earlier today, we reported that Apple is looking to hire engineers to develop their next-gen Apple TV platform – and now TechCrunch’s MG Siegler has a little bit more fuel to add to the fire. Seigler reports that Apple seems to be moving much closer to pushing into the television industry, and that they are likely planning to bring third-party app support to the Apple TV some time this fall.

Apple TV 3


The rumor that Apple would unveil some sort of Apple TV SDK at an event next month turned out to be bogus (as most things analysts say about Apple prove to be). But that doesn’t mean it’s not coming. In fact, I’d bet on it sooner rather than later.

I haven’t heard anything specific about the SDK, but the chatter about Apple’s broader television plans has been picking up. And if that chatter is to believed, something is happening this fall — likely late fall. As always with Apple, those plans are subject to change (and, in fact, have changed a few times in the past — see: “Project Sphere”). As you might imagine, content deals remain a bitch, yet remain vital to such a project. But multiple sources suggest everything is finally lining up for this fall.

Seigler also notes the possibility that this may lead up to a full-blown Apple television, although he admits he hasn’t heard anything specific in that regard. Allowing for third-party apps would be a solid start to further developing the Apple TV platform, however – and as Nat Brown, the founding engineer of the Xbox platform noted earlier this week, it could pave the way for Apple to seriously challenge console gaming as well.

According to Seigler, Apple will likely hold an event this fall several months before releasing an Apple television (if indeed they are planning to release one), to give developers ample time to explore the Apple TV as a platform before unveiling any hardware.

As always, nothing is set in stone until Apple announces it one stage – but Siegler is known for being well-sourced in the goings-on at Apple, and the Apple TV is quickly evolving to become much more significant than a mere “hobby”…