Samsung Underestimating Apple's Potential Impact on Television Market

Not all TV manufacturers seem to be afraid of Apple’s rumored television. For example, Samsung is confident that its massive investment in picture quality improvements will trump anything Apple might be able to put together in other areas.

"We've not seen what they've done but what we can say is that they don't have 10,000 people in R&D in the vision category," [Samsung product manager Chris Moseley] said.

"They don't have the best scaling engine in the world and they don't have world renowned picture quality that has been awarded more than anyone else."

"TVs are ultimately about picture quality. Ultimately. How smart they are...great, but let's face it that's a secondary consideration. The ultimate is about picture quality and there is no way that anyone, new or old, can come along this year or next year and beat us on picture quality.

"So, from that perspective, it's not a great concern but it remains to be seen what they're going to come out with, if anything."

However, it remains unclear whether Moseley's lack of concern about Apple's plans is a personal perspective or a broader indication of the company's thinking on the matter. Apple's ultimate plans for a television set are unknown, but the company's success over the past 10-15 years has proven that competitors would be wise to keep an eye on Apple's efforts.