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 | Why This New Apple TV Makes Sense For NowAs a longtime Apple TV owner, Ill admit a dirty little secret: I really like the device. Sure, it has been one of the rare flops for Apple in recent years. And it could be so much more with say, a Blu-ray player or a web browser. But it is really good at its core functionality: bringing iTunes content into your living room. And thats why this new version of the Apple TV makes sense at least for now.
When I first bought the Apple TV, there were two varieties: a 40 gigabyte version and a 160 gigabyte version. I was torn between which one to get, but I ultimately went with the 160 GB one thinking I could put most of my movies on it. Big mistake. I basically never use the hard drive on my Apple TV, so its a 160 GB hard drive sitting there doing nothing. Instead, I stream everything to the Apple TV.
In fact, the only time I do use the hard drive on my current Apple TV is when I rent a movie on it. Currently, even when renting, you download a movie to your hard drive where it sits for up to 30 days (or 24 hours after you start playing it). But with the new iTunes rentals (both TV and movies) everything is streamed no hard drive is required (besides a small one for buffering purposes). Thanks to that, and undoubtedly the knowledge that most owners were using it for streaming, Apple removed the hard drive from the device, and cut it down in size and price.
Now, at one-forth the size and less than half the price, its an even more attractive way to get your iTunes content into your living room. And it has a few very nice bonuses. The mixture of the new Netflix functionality with Apples new release rental movies makes this an excellent in-home movie machine for the masses. For those who pay $9 a month to Netflix, you get access to tens of thousands of older movies. For those interested in newer movies, theyre $4.99 a pop from Apple.
Yes, Apple removed the option to buy movies on the Apple TV itself. But you can still do this through iTunes on your computer or on your iPad/iPhone/iPod touch. And guess what? With the forthcoming AirPlay feature, youll be able to stream any of those purchased movies right from any of those devices to the Apple TV. In a way, it sort of does make the Apple TV a $99 iPad accessory.
Further, the removal of the option to buy (as well as the removal of the SD options) make Apple TV much less complicated for general consumers. Now there is no question about whether you should rent or buy. There is also no question about whether you should do rent or buy in HD or SD. I suspect most people were renting in HD on the device, which is why Apple made the move it did to eliminate the other unnecessary options. Theyre keeping it simple, stupid.
Apple also removed the option to buy TV shows which never really made much sense to me. There are some shows that people would like to own, but most are definitely watch-once programs. Previously, there was no rental option, you had to buy. Worse, even if you did want to own a lot, the old Apple TV didnt have nearly enough storage to handle them all some HD TV show seasons take up 30 GB of space or more. The model just didnt make a lot of sense.
Granted, Apples current $0.99 TV show rental option is pretty weak. They only have shows from ABC and Fox and only some shows from Fox. But obviously, just as happened with iTunes music and movies, Apple is hoping all the studios eventually get on board. And if they do relatively soon, the Apple TV will be a very interesting device to consumers as both a movie box and as a potential cable replacement. Sure, most people arent going to feel comfortable totally killing cable just yet but at $99, this will be a very interesting experiment for a lot of people.
All that said, lets be clear: this Apple TV is not the killer device in the living room. This will be more popular than the current Apple TV, but it will not be iPod/iPhone/iPad-big. And Apple seems to know that, which is why theyre still talking cautiously about it.
The problem Apple faces is the same problem that everyone faces: content agreements. Hollywood is proving much harder to convince than the music labels were. In a few years, if DVD sales keep falling and cable revenues start decreasing, theyll be more receptive to new options.
The killer Apple TV would have TV network subscription packages. It would offer live events. It would have every movie ever made available on-demand.
And on-demand is the big key to all of this. All of this content is going to move to the cloud. It has too for storage purposes and given how many devices we all have. Rentals just completely made the jump, but eventually purchases will too. At first, youll have the option to download certain movies youve bought to take on the go, but when youre at your home, even movies you own will be streamed theyll simply be streamed for free. And then one day, all of this stuff will be in the cloud entirely as mobile devices will always be connected by high-speed wireless.
This is the future. Its Apples future along with everyone elses. This Apple TV is one small step in that direction, and at $99 it makes sense for now at $229, it never did. This is a stepping stone to the cloud age. Right now its a mixture of the internal cloud (streaming from within your house) with the external cloud (streaming rentals from the cloud). Soon it will all be external.
If this half-step isnt your thing, if you want morefunctionality, buy a Mac mini. Theres a reason Apple just added a HDMI output to it. But that device is too complicated and way too expensive for most consumers to use as a set-top box. The Apple TV is simple.
Oh, and one more thing: the true killer Apple TV device will have apps. Im still absolutely convinced (as many people are) that its only a question of when they make the jump to the living room. The fact that this new Apple TV is running iOS seems to be all the proof one should need that this will come eventually.
When that happens, the Apple TV will become a hell of a lot more than a hobby.
 http://digg.com/news/technology/why_this_new_apple_tv_makes_sense_for_now_5 |
 | ClotheshorseA clotheshorse or clothes horse, sometimes called a clothes rack, drying horse, clothes maiden, drying rack, drying stand, airer, or (Scots) winterdyke, refers to a frame upon which clothes are hung after washing to enable them to dry.
http://en.wikipedia.org/wiki/Clotheshorse |
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