In a move to make everything iFriendly, Apple is moving ahead with developments in TV, in an effort started by late CEO Steve Jobs. Those in the know say the goal is for their TVs to work wirelessly with other Apple devices like the iPhone.

The Wall Street Journal cites insiders who ostensibly know what they’re talking about, who say Apple execs have been meeting with media executives to discuss the next steps to take in TV.

While there already is an Apple TV set-top box that uses iCloud, the new plan for TVs would utilize Apple’s AirPlay wireless system. Some have surmised that a likely feature would be the ability to start streaming a movie on your iPhone or iPad and then continue watching it on TV without interruption. Users would be able to access this technology with any TV.

In at least one meeting, Apple described future television technology that would respond to users’ voices and movements, one of the people said. Such technology, which Apple indicated may take longer than some of its other ideas, might allow users to use their voices to search for a show or change channels.

The other developments have been vague, and there haven’t been proposals to license shows for any new products. This kind of hush-hush attitude isn’t new for Apple, which is traditionally very careful about guarding any news about products and service they’re working on.

Apple Plots Its TV Assault [Wall Street Journal]

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