WWDC 2013: Apple to pull a "one more thing" allowing developers to create apps for Apple TV?

By James Geddes , Jun 07, 2013 05:14 PM EDT

Apple has been rumored to be working on an Apple-branded television for quite some time. Whenever the question arises, Tim Cook usually gives the answer that it's definitely an area of interest for Apple without giving any details away. Now, there's a new report out claiming that Apple's next "wild card" could surprise everyone at its Worldwide Developers Conference (WWDC), and that surprise could be the company opening up its Apple TV set top box to developers to create apps.

The banners being hung at the Moscone Center carry the tagline "Where a whole new world's developing." Could part of that new world be developing for Apple TV? According to a new report, Apple might pull one of Steve Job's famous "one more thing" surprises and announce that it is opening up the set top box for developers to begin creating apps and games.

CNBC is reporting that while Apple will announce iOS 7, Mac OS X 10.9, and iRadio at the event, the company might have a wild card up its sleeve that could steal the show.

"The wild card-because there is always a wild card at an Apple event-could be they are opening up their apps platform for Apple TV," said Gene Munster, analyst at Piper Jaffray. "As it stands, you have to be invited by Apple to develop, so the idea to open it up would be something that is pretty meaningful."

There were rumors floating around in February that Apple would hold a special event in March to announce that it would begin to open up Apple TV to developers to create apps and games. The event never happened, but recently when speaking to AllThingsD, Tim Cook said that Apple would become more open and give third party developers more access to Apple's APIs in the future.

Munster goes on to explain that Apple will unveil its own television soon and opening up Apple TV to developers would allow the creation of apps, which would be a good foundation for the upcoming launch of the television. A platform is only as good as the software that can run on it, and since TV is an area of interest for Apple, opening up Apple TV to developers would guarantee a plethora of apps when it finally launches its television.

As with all Apple rumors take this one with a grain of salt. Apple is sending the message, "Where a whole new world's developing," we'll have to wait until June 10 to see if Apple TV is part of that new world.

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