Steve Jobs Wants To Put An AppleTV In Every US Home — And He’s Going To Succeed [Opinion]

Steve Jobs Wants To Put An AppleTV In Every US Home — And He’s Going To Succeed [Opinion]

image via gdgt.com

Ok, maybe the little black box won’t arrive in every single home, but unlike the 1st-gen AppleTV, the 2nd-gen announced today is going to sell like buttery hotcakes slathered in maple syrup.

So what’s different?

it’s a third the price of the original. A third. This is the biggie — The drastically dropped price removes it from the realm of “jeez, I could buy a small TV for that price” and places it into the realm of “hell, that’s less than most Blu-ray players.”

it’s stealthier. At a quarter the size of the original and stealth black, it’s so unobtrusive most people won’t even know it’s hooked up tot he TV.

It streams. This is the other biggie. No worrying about whether the AppleTV library is synced with the MacBook library — because it’s all one library. It’ll provide your iPad or iPhone with a massive screen for viewing podcasts or photos or whatever. And the music-streaming’s a nice plus.

More and cheaper rental options. TV shows are cheaper — at a buck, a third the price of the original; then there’s Netflix access, which, by now, must be the premier way to view rentals (and certainly a hell of a lot cheaper than iTunes for movies).

And the downsides? iTunes movie rentals are ridiculously steep, but that’ll most likely drop after the inevitable vociferous and prolonged stream of complaints about the pricing and comparisons with Netflix; and the fact that AppleTV caps out at 720p is a big deal to those with 1080p units — most likely paving the way for a 1080p version of AppleTV next year — but it’s not a problem for those with 720p TVs, and some 1080p owners won’t care. After all, iTunes rentals aren’t available in rez higher than 720p.

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The biggest bummer will hit those with extensive libraries stored on an external drive: Since there’s no USB port, getting content from drive to TV is going to be more of a pain than it ideally should be.

That aside, Apple has a winner, and it seems like our readers agree; as of this post, just over half of those taking our poll say they’ll pop for a new AppleTV, compared with about a quarter who’re unsure and 18 percent who say they won’t.

About the author

Eli Milchman

When he was eight, Eli Milchman came home from frolicking in the Veld one day and was given an Atari 400. Since then, his fascination with technology has made him an intrepid early adopter of whatever charming new contraption crosses his path — which explains why he's Cult of Mac's technology editor. He calls San Francisco home, where he works as a journalist and photographer. Eli has contributed to the pages of Wired.com and BIKE Magazine, among others. Hang with him on Twitter.

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Posted in AppleTV, Opinions |

  • Felix

    There is a usb port..! it’s only for “service & support” though.. =/

  • Alice

    Not with me.
    I love Apple, but there are some things that I just don’t in my life.
    I can stream Netflix on my Xbox or Wii, so why would I need this?

  • Bob Forsberg

    If an .mkv or .avi plays on my iMac via VLC can it stream to my big screen TV via the new Apple TV?

    Roku just activated their “service & support” USB port to accept stored media from an external drive. Not wireless streaming like the new Apple TV, but good enough.

  • JW

    I completely disagree. I think Apple has dropped the ball on this one: Who wants to fire up their computer to stream movies, music? What happened to the App Store? The Boxee box will be a far better solution than this, for only $100 more. Even better, I believe, will be Google TV, with access to the Android App Store.

  • Rick

    WHO CARES!
    It’s an Apple product! We have to buy to show our loyalty to Steve Jobs!
    I don’t even know what it does, but if it has the Apple logo on it then I’ll buy it and show my total support for Apple. I have no doubt that this product will change the world as we know it, just like all other Apple products have. People doubted the iPad, but now it’s the most revolutionary product of our time. AppleTV will solidify Apple’s status as the greatest technological juggernaut or our lifetime.

  • Dean

    No Netflix in the UK which seems like the kiiler app. That and no way to stream xvid/divx files means it’s a non starter for me and I suspect will remain a hobby product in the UK.

  • Thomas

    I know my household will be getting one of these little debbies. It looks fabulous. We didn’t get the first generation one because we didn’t really know what it was! But after watching the keynote, we will get one!

  • Jon

    You are completely wrong here. Apple TV will continue to go nowhere. This is a blatant attempt by the guys in Cupertino to reboot a failing hardware line. No 1080p? Forcing the import of my media into iTunes? no Hulu? no external drive support? c’mon. a $99.00 piece of junk is still a piece of junk. WDTV Live, is better at nearly the same price and the Boxee Box will be far better.

    I love my iPhone and I love my Mac, but this is NOT a good product.

  • Nick

    The fact that Sony makes a TV that does all this a more (connects to external hard drives to stream media, rental services and free catchup services), i seem to think this is lost cause.

  • Jordan Melville

    This is a *huge* disappointment to me. I have a AppleTV 1 with a 500GB external drive with all our music / movies / iTunes bought stuff on it. All of my daughters kids shows are from iTunes, but my Macbook Pro travels with me, so whenever I’m not in the house these boxes wouldn’t have any of that content. Why not make it so that you can use external (or internal drives) on a TimeCapsule or NAS to sync your library too once, and have any number of these devices pull from them from various TVs.

    If they’d done that I would have bought 4, now I’m thinking about buying another original AppleTV because it does what I need it to do. When jobs talked about the users “loving them” he was right, but he just took off everything I loved about the one I have for version 2.

  • prehensile

    720p?

    No. Not for me.

  • Andrew MacDonald

    I completely agree with Jordan Melville’s comment. This is not a great product. I loved the original Apple TV (I have four in my house), because I could STORE and stream all my content. I have 4TB of music, movies and tv shows which is connected when my laptop is on, but when its off and I go away, all the most popular stuff my family watch is stored on each device.

    This new Apple TV is no good for me, so I wont be upgrading. Bit of a disappointment to be honest.

    And one other thing. Why have they gone with a black box and a silver remote? Surely they should have updated the silver remote to match the stealth black look of the new machine!!

  • Fanboy

    I was ready to take the plunge but they missed again. First it should have had dvr and a cable card with internal storage and 1028 This would replace existing HD DVRs but allow netflix and iTunes. If that was the offer it would be like the new crack.

  • TORG

    I want to be sold on the new ATV but something doesn’t quite sit right with me. 99cents just doesn’t seem like a very good deal to me. While ala carte television is an incredible draw, I don’t believe that the current rental model can stand up to services like Hulu+ even with the grand idea of no commercials. Say you watch 5 shows a week. That ends up being $20 a month where with H+ it only ends up being $10 and always 10 even if you watch more shows. Not to mention H+ has got more networks on board. I hate (and will go so far as to say despise) commercials as much as the next person but you cannot argue that H+ not is the better deal. I also think that the movie rentals are too much. I don’t need HD if it’s going to cost me approximately half of what it would cost me to see it in the theatre. Give me SD any day for a normal Blockbuster price and a faster download cause lets face it, most of us don’t have internet connections like Apple does on stage in these events. Lastly, I think they dropped the ball by not revamping the UI. Sure it’s still pretty and intuitive and everything that you would come to expect from Apple but NO APPS? That would make it revolutionary instead of this short sited vision that we have been presented with. They are going to lose to Google or even some of the TV manufacturers who are already putting apps of some sort on their devices. Guess I have to wait until 2012 where they will finally get it right (along with a Verizon iPhone) just in time for the end of the world.

  • AbeFroman

    You are all looking at this for yourselves. Its not for you. My parents, that who it’s for, and I Will get it for them for Xmas. They don’t want a lot of anything hooked to to the tv, and my mom hates remotes. They can watch netflix movies in minutes, my dad will love that. All they let for free from netflix will save them some $ on cable. I have a Mac mini on my tv, no need for this. But 1 Xmas gift done.

  • Teco221

    People miss the big picture that what Apple TV can do. When November comes, 4.2 is out. Apple TV will be very useful, because you can watch whatever you have on your iDevice to your TV set. If later, Apple intergrat Page, Number, and Keynote can be view throught Apple TV, that will make any TV into a presentation device.

    I view Apple TV as a compaion device to all your Apple’s product.

  • Teco221

    Another point, if I go to my friend’s house who has an Apple TV, I can easier show off my photo, video or music and all done by wifi no cable require.

  • Eric

    I think people really miss the point of these announcements. Don’t you believe that Apple would like to release the device everyone wants? The problem with AppleTV is, has been and always will be, the content providers. I think it’s pretty clear from the rumor mill that Apple wanted to offer some kind of subscription model where you could subscribe to just the channels you wanted. Big Media is not willing to risk their cable revenue stream and allow Apple to do this so Apple was forced to play by the same rules as other providers. Apple does not have the same power over video content that they do with music. This device is clearly a stepping stone on the way to an a-la-carte channel model, most like through Apps.

    Lots of people have Xboxes, PlayStations and Internet enabled TV’s but do you think they’re the norm on every tv? Clearly not and that’s why there’s a market for this device. It might not do a whole lot more than these other devices but not every TV is connected to an internet enabled device like that. AppleTV makes it cheap and easy to equip just about any TV with those capabilities.

    Finally, all the whining about 720p is really out of place. The truth is for today’s bandwidth infrastructure, it’s the right call. Most content providers have settled on 720p as the standard for content delivery. Heck, most of what’s on cable and over the air isn’t even in HD and if it is, it’s most likely 720p. Look at the reality of today’s content market, especially when streaming over broadband. I can’t believe nobody has bitched that it doesn’t support gigabit ethernet either.

    It’s a nice device at a good price. Is it what everyone wants, no, but that’s not Apple’s fault, it’s Hollywood’s.

  • Joe

    “That aside, Apple has a winner, and it seems like our readers agree; as of this post, just over half of those taking our poll say they’ll pop for a new AppleTV, compared with about a quarter who’re unsure and 18 percent who say they won’t”

    The name of your website is cultofmac.com, no kidding most everyone voted that they would buy one.

    Complete waste of money, but that doesn’t mean it won’t take off. People will buy them because they are complete idiots.

  • Steven

    Give it a year and TV will be no longer. This is a dying hobby. Just like the cube

  • KC

    I won’t be buying one yet, but if it gets to the point where I can replace my cable, I’d be all for it. I don’t watch that much TV, there are basically four channels I watch, 1 network, 2 basic cable and 1 movie channel. I hope that in a year or two, I can have access to just those channels for less than I am paying for a couple hundred channels now. If AppleTV can get to that point, I think a lot of people would jump for it.

    Now, correct me if I am wrong, but those saying it cannot stream certain movie formats, can’t you just use QuickTime X and export to iTunes in the “Share” menu? There are codecs for divx and xvid, so it shouldn’t be a problem. Right?

  • BSUBronco

    Espn is Disney just like ABC. Now if I could stream sports live, good by Dish!

  • http://www.chirho.co.uk ChiRho

    As soon as someone hacks the new Apple TV to enable plugging in my 2TB NTFS media hard drive, I’ll be buying it :)

  • Niel

    The idea of paying for “a la carte” TV just doesn’t jive with the normal family life where you plan a budget for the month and then stick with it. Do I want to worry about how much I’ve spent for the month every time I turn it on? If I’ve budgeted $20 for the month, do I need to keep a little notepad by the TV to keep track of what I’ve watched? Contrary to Steve’s claims, I’m not worried about whether its synced or streamed or how its managed. I’m worried about the monthly cost of ownership.

    The ATV really needs more than just Netflix to make it attractive (I can already stream that from my Wii). The ATV won’t take off until it adds Hulu or some other “all you can eat” subscription service so people can ditch their cable/uverse/FIOS box!

  • claytoniss

    Like a lot of fan boys they are fan BOYS, this is for the general public who could care less if they have sex in the city or Grey’s anatomy in 1080p.

    This isn’t for all those boys who have time to convert their libraries and compress movies. And fidget with their “legal” MKV files.

    Its ease of use. It’s like a red box dvd rental in your living room. Except it won’t run out of titles.

    Most FAN boys they want this product to please themselves.

    Simple solution to people that don’t like it, DON’T BUY IT.

  • jackbauer24

    the fact of the matter is, the future is the Private Cloud. only the techies, and i’m one of them, care to even know how to rip dvd’s, have external hard drives, most people are-what the heck is mkv? folks, it’s simple, we’re the walking 5%, maybe 10%. the rest of them, just want to come home from work and be able to watch a show or movie on their iphone/ipad or in their living room. hit 1-2 button, pay $3, rent a movie and move on. that’s called business, Apple’s smart to go after the 90%, they can’t stay in business and increase shareholder value [the main reason a public company exists, btw] by going after the 5-10%.

    the future is diskless, no cd’s, no dvd’s no external hd’s, nothing. we 5-10%’ers will be the ones with 10TB in our basements (i actually have 12TB in my house alone, 6 live and 6 backup)

    it’s called change. improvise, overcome, adapt.