Apple event expected to focus on iPhones, TV

San Francisco

Apple is expected to unveil updated iPhones Wednesday along with an Apple TV revamp that may signal a push into online television streaming dominated by Netflix.

Apple remained mum even as rumours ran rampant about what is in store at the San Francisco media event.

In trademark enigmatic style, invitations provided little more than the time and place of the event, to be held at the spacious Bill Graham Civic Auditorium near city hall. 

A line on the invite reading: “Hey Siri, give us a hint,” led many to believe that virtual assistant software Siri, which is built into Apple devices, will help people find shows or movies on Apple TV.

Apple TV is also believed to be getting its own App Store, which will be open to outside developers who can make games and other content for it.

The third-generation Apple TV was introduced slightly more than three years ago. The California-based company long downplayed Apple TV as a “hobby” after the original version was released in 2007.

“They are finally revisiting their hobby, the Apple TV,” said Forrester analyst Frank Gillett.

Apple is dabbling with the idea of making online television programming in a move that would challenge established players such as Netflix and Amazon Prime, according to a recent report in show-business magazine Variety.

“There is a definite movement toward cord-cutting, and Apple is in position to do that,” said Gartner analyst Van Baker.

“They have the premium content lined up, so the real differentiator is to bring network television to the platform.”

“If rumours of a large iPad play out, they may be showing us a new vision for what iPads are in our lives,” said Forrester analyst Gillett.

Apple’s decision to stage the event in a venue with a capacity to hold 7,000 people has prompted some to suspect that a surprise is in store.

“It makes me think there is a little more -- they need elbow room for something,” Gillett said.

Perhaps, he speculated, there will be a “Trojan Horse in Apple TV,” allowing it to control smart gadgets in homes.