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Apple to get into TVs?

by Scott Bicheno on 23 February 2010, 09:20

Tags: Apple (NASDAQ:AAPL)

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Sky’s the limit

While advanced designs from ARM and manufacturing help from the likes of GlobalFoundries seem to be making it easier to enter the SoC game, it's still an expensive business. While Apple already has several devices it could put its A4 chip into, it's unlikely its plans for the chip end there.

This would appear to be confirmed by a recent job posting on Apple's website, in which it's looking for an engineering manager to lead a team tasked with bringing the iPhone OS to new platforms. Since it's the iPhone OS, rather than Mac OS, that runs on the A4, we extrapolate this to the chip too. Here's the full ad:

Requisition Number: 4929592

Job title: Engineering Manager (Platform Bring-Up)

Location: Santa Clara Valley

Country: United States

City: Cupertino

State/Province: California

Job type: Full Time

Job description: The Core Platform team within Apple's Core OS organization is looking for a talented and inspired manager to lead a team focused on bring-up of iPhone OS on new platforms. The team is responsible for low level platform architecture, firmware, core drivers and bring-up of new hardware platforms. The team consists of talented engineers with experience in hardware, firmware, IOKit drivers, security and platform architecture.

This position requires a very technical and hands-on leader, experience in working closely with hardware team and a deep understanding of bare metal software. You must be a highly self-motivated individual who seeks to create a dynamic and creative team environment in which old problems are solved in new and innovative ways.

Job responsibilities include:

  • Leadership and management of a team of talented software engineers in a fast-paced and demanding software development environment
  • Working closely with the hardware and custom silicon teams to bring-up new platforms and prototype systems
  • Defining the software roadmap to support a range of hardware platforms, including iPhone & iPod
  • Lead the team's assistance in requirements for future hardware and custom silicon

Required Skills and Experience

  • Minimum of 5 years experience managing a software development team
  • Experience on working on drivers, kernel and firmware software technologies and direct experience developing on and for the Unix operating system
  • Understanding of SoC level design
  • Evidence of driving technical innovation
  • Strong communication skills
  • Bachelor's or Masters degree in computer science or related field

Additional Success Factors

  • Experience with Mac OS X or iPhone development
  • Previous bring-up of mobile platforms running Unix like operating systems
  • Experience with ARM based SoC's

We've read speculation that one of the applications of this project could be Apple TV, which hasn't been the customary Apple success. This is perfectly feasible as many SoCs - both ARM and Intel based - are being used both in set-top boxes and embedded in TVs. In fact, why stop there? There's no reason why Apple can't launch its own TV, and we're not the first to suggest it.

If they do, we'd rather they didn't call it the iTV as that could get confusing over here. We'd go for the iScreen, and you can have that one for free Steve. What do you think Apple would have to do with a TV to set the world on fire - as its corporate ego requires it to do? Let us know in the HEXUS.community discussion forums.

 



HEXUS Forums :: 10 Comments

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Well they did such an excellent job with AppleTV, how could this fail?

Oh wait, they didn't, the box was over priced, had to be hacked to be useful, and came with the most retarded device as a remote control.

If I was an investor again, I'd be thinking is this really a new business op, or someone thinking “oh damnit, what will we do with all these chips we've had fabbed, the muppets are looking like they won't just buy the slate because its been blessed by jobs!”
On the other hand, if they managed to produce a nicely designed TV with a slick, friendly UI and hardware on par with all the other nice TVs out there, they could have a winner on their hands.

They've just got to remember not to shackle it to some horrible DRM and not charge 50% more than any of their competitors. Oh, wait, Apple… Never mind.
Apple's remote would have one button and have gestures.

That, right there, is enough to stop billions from buying it.
The iScreen? Be realistic Hexus.

Not sure about the US, but here in the UK there is a huge market for TVs with built in streaming video from the likes of iPlayer etc.
Before you even start to think about iTunes based movie rentals etc.

How many use iPlayer on their TV? There's currently no real user friendly TV box to do that.

OK you can do it with a Wii, PS3 or MCE box, or even hook your laptop up to the TV, but that isn't granny friendly.