Report: Apple mulls AirPlay streaming video expansion

Apple (NASDAQ:AAPL) is exploring an expansion of its AirPlay audio streaming solution to include video sharing from an iPhone or iPad to television sets, Bloomberg reports. Citing two sources familiar with the effort, the report states that Apple would license the AirPlay software to consumer electronics manufacturers, enabling users to stream movies, TV shows and related video content from any connected Apple device to an AirPlay-optimized television.

Apple rarely licenses its software but made an exception in the case of AirPlay, with electronics firms like Pioneer and Denon paying $4 for every AirPlay-equipped speaker or receiver sold--sources say the current licensing agreement limits streaming to audio content, but the technology to stream video already exists.

For Apple, the proposed AirPlay expansion promises to drive iPhone and iPad downloads of films and television programming from its iTunes digital media storefront and drive wider use of Apple products and services within the home environment. Apple has enjoyed only limited success with Apple TV, a set-top box first introduced in 2007--AirPlay, launched in September 2010, enables audio and video streaming from iPhones and iPads to Apple TV, priced at $99. Apple declined to comment.

"Because of the market size [Apple has] with their portable devices, they have a naturally large share of the audio market," said Royal Philips Electronics Director of Marketing Jasper Vervoort. "I don't know how successful they will be with video. We would definitely have an interest in supporting it."

For more:
- read this Bloomberg article

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