Apple TV Evolution
Posted by elpabl0 on 23rd August 2010
Way back in September 2006 Apple announced their innovative Apple TV device, which brought the iTunes-powered media experience to your HDTV. Since then, it’s seen a small amount of success, and a couple of spec bumps, but was never really the game-changer it could have been.
Recent speculation suggests that the device is getting a rethink and relaunch - perhaps even as soon as this September, as suggested by Digg Founder, Kevin Rose.
Changing Trends
The evolution of our television consumption is a hot topic right now - almost all UK households are now endowed with Digital Freeview, Virgin Cable or Sky, and there’s a rise in the number of Freeview HD boxes available on the market. More significant is the increase in users of the ‘on-demand’ internet services provided by the channel operators. Research figures suggest as much as 78% of viewers in the UK are now using on-demand services, such as 4oD and BBC iPlayer. This is only going to increase as more devices capable of streaming these services hit the market.
Apps
Given the success of the iPhone, iPad and the App Store, it would seem certain that a new iOS-based device could make waves by bringing Apps to our living room screens. Forget the web - it’s unlikely that we’re going to be sitting on our sofas with a full keyboard. The key is in simplicity: making online services, such as weather, news and media content accessible with a simple remote. It’s fair to assume that existing on-demand services, such as iPlayer, would be immediately available alongside apps from other media outlets. The PS3 has been leading the way with this so far, but Sony’s integration of new services has been slow.
Not forgetting, content providers will also have a fantastic potential revenue stream built into iOS - either by charging for their applications in the App store, or via Apple’s emerging iAds service.
Google’s Approach
It’s certainly not an unexplored space though - Google announced ‘Google TV’ back in May this year - but their focus is on the software, which will run on many devices from multiple manufacturers, such as upcoming Bravia TVs and blu-ray players from Sony. That approach has worked for Android, so there’s a fair chance they’ll see success in this arena too - they’ve also got the jump on Apple, with Google TV devices likely to be in the hands of consumers towards the end of this year.
Speculation
Early indications suggest the new Apple TV (or ‘iTV’) would be launched this year, and at a price point of $99 - that seems a bit low for Apple: there’d be concern that hardware at that price would be underpowered. Nevertheless, if they’re hoping to make a large impact then market saturation through hardware subsidisation would be one way to go. They’d certainly recoup via iTunes and App Store purchases.
We’ll have to wait and see what Apple announces, and how well Google’s platform is adopted, but we can brace ourselves for the next stage in the ongoing platform battle between these two innovators.
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