Gene Munster, market analyst at Piper Geffrey, had an inside scooper over Apple's plans and said that the upcoming Apple TV set is going to make a revolution in the segment. According to Munster, the question now is not "if", but "when".
Munster says that a lot of analysts are skeptical about Apple TV's success if the company is just planning to keep their movie/tv shows content as it is, but he thinks that what Apple will be doing is not exactly blowing up cable-tv, they will be innovating in user interface.
Apple may want to deliver "unbundled" channels and consumers may be willing to take this type of content, those companies behind these channels will not let it happen anytime soon. A clear example of this is Disney's statement in March. The company's CEO said that "unbundling" will cost more for people and the industry in general.
Apple, however, believes that paying more for channels you actually want will, in the end, will have the consumer paying a lower cable-tv subscription bill. The big picture here is Apple controlling the way people experience TV in 3 or 5 years from now, and this could pretty much happen.
As per Munster's description and information, the Apple TV will cost somewhere between $1,500 and $2,000 and will feature a bunch of stuff, but most of them we can easily think about ourselves: Siri, integration with iOS Devices and the App Store and some typical Apple styling cues such as aluminum case and a minimum of wires.