Microsoft's Xbox One Raises Questions About Apple's Mysterious TV Plans

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"Apple already has the Game Center, so they already have relationships with many game developers but so far this is their only real effort in the game industry. iOS itself brought many more game developers and game players into the game market, so they could do the same thing again if they enabled, for example, a core game capability on Apple TV," he said. Apple also has updated its iOS and Mac devices with AirPlay, a feature that allows users to view their iOS or Mac software on the TV.

But like any possible Apple product, what the company plans to do remains a mystery and could remain one for quite awhile. "Our teams are hard at work on some amazing new hardware, software and services we can't wait to introduce this fall and throughout 2014," Tim Cook said on a recent company earnings call. The team, he said, is working on "exciting new product categories."

Apple declined to comment when ABC News asked about the speculation surrounding its television plans.

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