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Following reports from The Wall Street Journal this week claiming Apple is in negotiations with cable TV operators for a new Apple TV set-top-box, today a report from Jefferies analyst Peter Misek claimed Apple’s much rumoured HDTV is “in full production”. The report is covered by Forbes and Barron’s.

While referring to the platform as iTV, Jefferies added Apple is planning to partner with Verizon and AT&T in addition to selling set-top-boxes for cable providers such as Comcast. According to the report, Apple will offer a “premium Apple television” offering content from Verizon and AT&T, as well as giving users an option for just a cable box for Comcast and possibly other cable operators.

Content for users outside of the US was not discussed in the report. Jefferies is now including 2 million iTVs in its model for early 2013 with an average sale price of $1,250.

Misek notes that recent data out of Sharp, Hon Hai and other specialty chemical and TV component suppliers support this.

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Forbes mentions:

Misek also notes that JDSU recently said it has a new non-gaming customer for its gesture control modules, which are also used inMicrosoft‘s Kinect system for Xbox 360. JDSU indicated this is a new “living room” based customer. “We believe Apple will leverage AT&T‘s and Verizon’s content deals for the iTV,” he writes.

Earlier this week, WSJ reported that Apple is in talks with cable TV operators regarding using an Apple TV as a set-top-box for their customers. The report noted that the talks would likely center around a next-gen Apple TV, but could also extend to a full-fledged television that Apple has at the very least prototyped in the past. Apple has apparently not yet been able to reach a deal with any cable operators, and Bloomberg backed up WSJ’s article with many of the same details.

In March the New York Post reported Apple’s attempts to convince cable operators to use Apple TV as a set-top-box had largely failed. That same month Jefferies & Co. analyst Peter Misek said production of up to 5 million units could begin as early as May with a product launch expected in Q4 2012.

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