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December 7, 2012 by · Leave a Comment 

Apple chief Tim Cook has left little doubt that the company plans to introduce a cutting-edge television set in the near future. In an interview Thursday night on NBC’s Rock Center, Cook said, “When I go into my living room and turn on the TV, I feel like I have gone backwards in time by 20 to 30 years.” Modernizing the television set, he indicated, has become “an area of intense interest” for Apple, but he cut off any further discussion of what Apple has in mind by remarking, “I can’t say more than that.” Piper Jaffray analyst Gene Munster, who keeps a close eye on Apple has predicted that Apple will launch a radically revamped TV set with built-in wi-fi connectivity and probably voice control in time for next year’s holiday shopping season. He has indicated that the sets, which, he said, will offer 42- and 55-inch screens, will be priced at about $1,500 to $2,000. On Thursday Munster said that Apple’s “pullback” in share price to $548.79 represents a “buying opportunity.” But BTIG analyst Richard Greenfield is not at all convinced. “Building false expectations for a product with questionable revenue contribution has not helped the stock in the past and we don’t think is constructive now,” he said in a note to clients today (Friday). “When we downgraded the stock in April, we cited the hype over products that may or may not come. We didn’t forecast any revenue … from an Apple TV for 2012 and we don’t plan to for 2013.”