The drivers for iTV

Really interesting view from Mark Sigal in relation to the speculation surrounding the proposed Apple iTV where he dismisses the conventional notion that Apple will release a HDTV product:

"Conversely, what if you could buy a set-top box that plugged into your modern, big-screen TV, and: 

• It just worked.
• Had every channel you currently get on cable.
• You could run those same channels as apps on your other iOS devices.
• Your TV could be controlled by any of those same iOS devices.
• You could upgrade to the newest version of the set-top box every 2-3 years (on a carrier-subsidized basis).

Who wouldn't buy this device? And why wouldn't the cable and satellite providers be all over this? After all, does anyone seriously like their set-top box?

As a sanity check, a carrier subsidy on a sub-$500 device is meaningful, whereas a carrier subsidy on a $1,500+ device like a TV set is nothing.

Wait! But, didn't Steve Jobs say that he'd like to make an integrated TV set?

Even if he did say that, do you really think that in his final official act as Apple spokesman, Jobs would telegraph to the world his company's grand intentions in the living room?"

Valid points indeed which may answer the go to market questions which Steve Jobs famously outlined at D8: AllThingsD. Perhaps I had this all wrong. Perhaps our attention should really be focused on a new set top box model now that the v2 Apple TV seems about to be replaced.