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The US company, which is run by Steve Jobs, is predicted to bring its iconic brand to the TV market by 2011 in a move that would revolutionise the home entertainment industry, according to Gene Munster, an analyst at investment bank Piper Jaffray. The launch of a TV that would play films and television programmes downloaded from the internet could be the "product transition" Apple's chief financial officer, Peter Oppenheimer, hinted at last year. Mr Oppenheimer sparked intense debate about the company's direction when he told analysts last summer that "we've got a future product transition that I can't discuss with you today". He said the cost of developing the new product was "one of the reasons that we see gross [profit] margin being down sequentially". Mr Munster said a move into TVs was the "only logical step for Apple" as the company shifts away from computers and into home electronics. "Apple have said they will only move into a new market in which they can 'solve a problem for consumers'," he said. "Apple's fantastic ability to create exceptionally user-friendly products could revolutionise TVs just like the iPhone changed the mobile phone market." Piper Jaffray has prepared evidence it claims shows Apple is close to developing new TVs. The investment bank highlighted a five-year $500m (£338m) contract Apple signed with the electronics group LG to make LCD screens, which could be used for TV displays. The California-based company already makes a £199 Apple TV box, a digital media receiver designed to play downloaded digital content. Apple refused to comment. ( www.telegraph.co.uk )


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