When it comes to TV, Apple is starting to recede into the dark corners of my mind. Its relevance — and even potential relevance — is waning. A fancypants Apple-made big-screen HDTV device that seems to float in the air and function like a delightful work of art… . It not only seems unlikely any time soon, but also unlikely to really matter to anyone but rich Apple enthusiasts. As the hockey-puck Apple TV gathers dust — the last hardware update was in 2012 — Apple’s slow march with new app “channels” is more irritating than truly useful.
I can clarify a bit: Apple has a $160 billion in cash, give or take a few dollars. Apple has global reach, and an insane ability to create and build awesome products. It has the talent, money, and reach. The Apple TV, as it stands right now, is pretty sad compared to Apple's abilities. I think that shows a lack of will.
Sure, Apple is focused on other, more profitable areas, but how long ago did Steve Jobs tell Walter Isaacson in his biography that he had finally "cracked" the secret to the Apple TV?
Answer: Sometime before October 2011, when the biography was published.
Let me count the months in between October 2011 and today . . . ah bummer, I don't have enough fingers and toes to count them all.
I have an Apple TV. I like it. I use it often. And half the time I do, I think about Apple in Cupertino, and it sure seems like they don't care about the Apple TV, about this space.
I hope the next iteration of the Apple TV will be mind blowing. But right now, pretending that Apple is kicking butt and taking names in the TV, media, set-top box space? If Lebron James dropped out of the NBA and started playing basketball every afternoon on the playground with school kids . . . and wins game after game . . . is that admirable? It's not. It would be a waste of talent and natural resources.
From the outside looking in, it looks like Apple is wasting talent and time, vaguely pretending to care about the space. And somebody ought to be willing to raise the question of whether Apple really cares about the Apple TV.
What we're getting right now is a result of the most talented company in the world tossing us the TV equivalent of a nifty boat idly built from popsicle sticks in between iPhone meetings -- a "hobby."
This article is one reason I rarely come to this site anymore. It's a shame that Chris is the main writer here. It was better in the old days when numerous writers gave their opinions.
Chris doesn't seem to realize that the aTv is more popular now, than ever, selling in increasing numbers. It is pretty useful. I know people who aren't Mac, iPhone, or ipad users, buying them.
If they do what seems to be expected, and introduce gaming, it will acquire an even bigger audience, and with the new controller API's, we're seeing controllers coming out. The first generation isn't great, and too expensive, though steel case has already lowered their price to &79.95, but we'll see more. I've ordered one.
I don't always understand where Chris is coming from, but I'm tired of reading his articles.
AppleTV is dead because it has not had a hardware refresh in 2 years (but is getting new channels regularly) and because Amazon and Verizon have the potential of doing TV better.
No evidence that ether has ever done them better. Amazon has an iTunes want to be and Netflix clone service that is woefully behind with both and Verizon just bought the failed Intel TV attempt.
Ok, so this summary just makes it clear that your article was stupid, but I said irritating. Because just as I was going to point out the flaws and the potential that AppleTV still has you list them as if it was some foregone conclusion that although Apple has a ton of potential with AppleTV it will ultimately fail to execute? huh?
Apple has the #1 App store, #1 music store, #1 TV and MOVIE store (non subscription). AppleTV is the best selling non gaming Set Top Box and they have stated that this is an area of substantial interest. Apple has a habit of disrupting industries, not going with the flow. Sometimes it takes time to make the deals necessary, but to dismiss them would be insane.
Just so you know Mr Maxcer, Apple TVs are used very widely in education because they can connect lots of Apple stuff to any 'big-screen HDTV device'. The iPad owns a massive share of the education market.
And there are a huge number of big-screen HDTV devices available. If you like fancypants try Bang & Olufsen. Why would Apple bother with that market?
I'm not sure we need to hear about the 'dark corners' of your mind either. Are you trying to get a gig with Rob Enderle?
Lets not get into the bad habit of comparing an existing product to non-existing products, and then explain how the owner of the existing product is doomed without even knowing their grand plans. I mean come on, the title of your article or rant is not true today, so why choose it? Oh yea, click bait.
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Apple TV: From High Hopes to Has-Been
Posted by: Chris Maxcer January 24, 2014 05:00 AMWhen it comes to TV, Apple is starting to recede into the dark corners of my mind. Its relevance — and even potential relevance — is waning. A fancypants Apple-made big-screen HDTV device that seems to float in the air and function like a delightful work of art… . It not only seems unlikely any time soon, but also unlikely to really matter to anyone but rich Apple enthusiasts. As the hockey-puck Apple TV gathers dust — the last hardware update was in 2012 — Apple’s slow march with new app “channels” is more irritating than truly useful.
Sure, Apple is focused on other, more profitable areas, but how long ago did Steve Jobs tell Walter Isaacson in his biography that he had finally "cracked" the secret to the Apple TV?
Answer: Sometime before October 2011, when the biography was published.
Let me count the months in between October 2011 and today . . . ah bummer, I don't have enough fingers and toes to count them all.
I have an Apple TV. I like it. I use it often. And half the time I do, I think about Apple in Cupertino, and it sure seems like they don't care about the Apple TV, about this space.
I hope the next iteration of the Apple TV will be mind blowing. But right now, pretending that Apple is kicking butt and taking names in the TV, media, set-top box space? If Lebron James dropped out of the NBA and started playing basketball every afternoon on the playground with school kids . . . and wins game after game . . . is that admirable? It's not. It would be a waste of talent and natural resources.
From the outside looking in, it looks like Apple is wasting talent and time, vaguely pretending to care about the space. And somebody ought to be willing to raise the question of whether Apple really cares about the Apple TV.
What we're getting right now is a result of the most talented company in the world tossing us the TV equivalent of a nifty boat idly built from popsicle sticks in between iPhone meetings -- a "hobby."
Chris doesn't seem to realize that the aTv is more popular now, than ever, selling in increasing numbers. It is pretty useful. I know people who aren't Mac, iPhone, or ipad users, buying them.
If they do what seems to be expected, and introduce gaming, it will acquire an even bigger audience, and with the new controller API's, we're seeing controllers coming out. The first generation isn't great, and too expensive, though steel case has already lowered their price to &79.95, but we'll see more. I've ordered one.
I don't always understand where Chris is coming from, but I'm tired of reading his articles.
Let me see if I can sum up.
AppleTV is dead because it has not had a hardware refresh in 2 years (but is getting new channels regularly) and because Amazon and Verizon have the potential of doing TV better.
No evidence that ether has ever done them better. Amazon has an iTunes want to be and Netflix clone service that is woefully behind with both and Verizon just bought the failed Intel TV attempt.
Ok, so this summary just makes it clear that your article was stupid, but I said irritating. Because just as I was going to point out the flaws and the potential that AppleTV still has you list them as if it was some foregone conclusion that although Apple has a ton of potential with AppleTV it will ultimately fail to execute? huh?
Apple has the #1 App store, #1 music store, #1 TV and MOVIE store (non subscription). AppleTV is the best selling non gaming Set Top Box and they have stated that this is an area of substantial interest. Apple has a habit of disrupting industries, not going with the flow. Sometimes it takes time to make the deals necessary, but to dismiss them would be insane.
IMHO
And there are a huge number of big-screen HDTV devices available. If you like fancypants try Bang & Olufsen. Why would Apple bother with that market?
I'm not sure we need to hear about the 'dark corners' of your mind either. Are you trying to get a gig with Rob Enderle?