What Must Apple Do to Revolutionize the "TV"

Apple’s rumored interest in producing television sets might prove a bigger challenge than its efforts with other consumer devices. It isn’t so clear what about TVs actually is “broken” enough for Apple to revolutionize the category as it has transformed the “mobile phone.”

Based on that past experience, some significant breakthrough in ease of use, features and content would be necessary. The touch interface arguably was key, but most of us also would say it was the App Store, and apps (content) that really made the difference.

In the case of a TV, that presumably would mean Apple has to change the “content” part of the value proposition in some significant way, beyond integrating existing Web content, which has been the key feature of Apple TV so far, in its ancillary device implementation.

It seems unlikely that navigation and Web content integration alone will transform the experience. What would be revolutionary is some new way for consumers to buy and watch programs they want, including a relatively full range of TV shows normally shown on subscription video networks.

But that is not a technology problem, that is a licensing problem. And, so far, the networks have seemed unwilling to cooperate.

Perhaps Apple really can revolutionize the TV set. But it won’t be easy.