iTunes chief behind Apple TV sets

Remember on Monday how we told you that Steve Jobs' final piece of Apple-based genius could have been cracking the much touted Apple TV set?

Well, that particular bone has just had plenty more meat added to it, courtesy of a report by Bloomberg. The financial news outlet has even named names; stating that the software engineer who built iTunes, Jeff Robbin, "is now guiding Apple’s internal development of the new TV effort".

The report cites "three people with knowledge of the project" and even states that a prototype model is in the works over at Infinite Loop.

The report even mentions inclusions for Siri and iCloud based services on the platform and mentions a seamless search process.

This seems to tie in with the Steve Jobs biography information. In Walter Isaacson’s authorised book he states that the late Apple CEO told him:

"I’d like to create an integrated television set that is completely easy to use. It would be seamlessly synced with all of your devices and with iCloud. No longer would users have to fiddle with complex remotes for DVD players and cable channels. It will have the simplest user interface you could imagine."

Jeff Robbin is said to not only be the brains behind iTunes, but also a key player in the development of the iPod and an employee so valuable to Apple that Jobs didn't want his name printed in a Time Magazine report for fear that a rival may poach him.

If Bloomberg's report rings true then, Apple's TV assault looks to be in safe hands.



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