iTunes creator working on Apple branded TV

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We recently told you about rumors that Apple was working on its own TVs, which could even see a release next year. The late Steve Jobs was rumored to have cracked the idea of the unit, and now reports are suggesting the iTunes creator is working on Apple branded TVs.

According to AppleInsider Jeff Robbin who is Apple’s vice president and engineer who had also worked on the iPod, is leading the company’s work to release a connected TV that has integrated search functionality.

Sources are claiming that Robbin is heading Apple’s secretive HDTV project, and are attempting to integrate seamless content search features into the unit. This will mean instead of checking if a movie or other content is available through the likes of Netflix, it would all be integrated with the unit.

Robbin had been at Apple working as a software engineer during the 90s before going onto work on his own ideas. While working at Casady & Greene he helped develop SoundJam MP MP3 player software, before Apple bought the rights to this software in 2000. This brought Robbin back into Apple and was in charge of the software being changed into iTunes.

He also had a big part to play in the development of the iPod, and is listed among the inventors of a number of important iPod related patent fillings. Steve Jobs held Robbin in high regard and often kept his role at Apple under wraps. Currently Apple has its $99 set-top box that it often refers to as its little “hobby”.

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