New Apple TV Box Expected in Time for Christmas

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Feb. 12 (Bloomberg) -- Apple is planning to introduce a new Apple TV set-top box as early as April and is negotiating with Time Warner Cable and other potential partners to add video content, according to people with knowledge of the matter. Bloomberg's Peter Burrows reports on Bloomberg Television's "Bloomberg West." (Source: Bloomberg)

With potential content layers like time warner cable and others, but what can you tell us about what they're working on?

It's mostly just that there is a new apple tv, this is an upgraded apple tv box.

It could be announced around april and be ready around time for christmas.

He are hearing talk of a new interface that easier to use for people.

The content is going to be king.

Would be vastly different from the apple tv set-top box we already know?

Lex we don't know.

They don't often them out with something radically different on itunes.

Content is what they have been missing.

It is still a hobby relative to the size of apple.

They refer to it as a hobby product, but you know, if they can get it so they've got all time warner cable content on their, suddenly it's a place where it could become a primary viewing vehicle for people rather than just for netflix or the different channels they have on there now.

We are hearing it will have a faster processor and be easier to use.

I wonder if it's going to be dramatically different?

The pressure has been on apple to come out with something new.

It doesn't sound like this is really it.

We have been hearing talk for years that they would come out with an actual tv.

That's not what this is.

They have a lot of big projects in the works.

They are clearly working on a watch.

We're hearing talk they are hiring sleep experts and things, so that is a major effort for them.

We will see whether it's an evolutionary improvement or a fairly minor product or whether this is when they start to crack the living room in a big way.

What are we hearing about a real television set?

That talk -- people like gene munster of piper jaffray have been saying this would come out any day now.

He has been saying that for three years now.

Clearly, apple has the wherewithal and talent to look at a lot of things.

I'm sure there are people working on a television somewhere inside apple, but there are lots of questions.

It seems like sometimes the street wants margins and sometimes the street wants growth.

Clearly, a tv would cause a margin problem for them.

What about consumers?

Consumers want new products.

This is true.

We will continue to follow this story -- apple coming out with a new set top box to be

This text has been automatically generated. It may not be 100% accurate.

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