The new Apple TV is here, and there’s no doubt it’s the best set-top box we’ve seen from Cupertino, with powerful new hardware and the tvOS operating system, Siri integration — and most importantly, support for third-party apps and games.
If you’re into movies and TV shows, or playing the greatest iOS games on your big screen, the new Apple TV is probably at the top of your wish-list if you haven’t already bought one. But how does it compare to the other products Apple has launched this year? Is it better than the rest?
Join us in this week’s Friday Night Fight between Cult of Android and Cult of Mac as we battle it out over that very question!
Luke Dormehl (Writer, Cult of Mac): So Apple TV went on preorder this week, and am I totally crazy in thinking that this is the most exciting thing that Apple has announced all year?
Don’t get me wrong: I don’t think it’s got a hope in hell of overtaking the iPhone as Apple’s biggest-selling device, it’s not going to get the fashionable press the Apple Watch got, and Apple’s not rolling out the red carpet for celebrities to come on board like they did with Apple Music. But it’s still my most anticipated device of 2015.
Here’s the rub: everyone knows iPhones are great. For my money, they’re the best smartphones around — but with the exception of 3D Touch this year’s model was a minor improvement on last year’s major redesign. The Apple Watch is a fun device searching for a use-case, and the iPad suffers the same “what’s new?” problem as the latest iPhone.
But TV represents a business that’s already mass market, and which has been waiting years for a company like Apple to come along and transform it. Siri universal search, a dedicated App Store that’s tailor-made for cord cutters, games, and the (rumored) promise of exclusive, Netflix-style shows in the future… all of this is crazily exciting. On top of that, Apple’s decision to bring Siri’s voice search feature to Apple Music on the Apple TV shows just how serious it is about making its set-top box a veritable entertainment center for your living room.
Give it a while for HomeKit to take off, and the Apple TV could mark a return to the “digital hub” Steve Jobs once referred to the Mac as. I love TV, and I genuinely think Apple has pulled off something great here. I’m excited. So go ahead and tell me why I’m wrong to put my faith in Apple.

Photo: Leander Kahney/Cult of Mac
Killian Bell (Writer, Cult of Android): The new Apple TV does look pretty great. I’ve been waiting for Apple to give it its own App Store for years, and I can’t wait to see what kind of apps and games developers build for it. I will almost certainly be treating myself to one for Christmas. But let’s get one thing straight: the new Apple TV does not transform TV.
The new model doesn’t do anything that rival set-top boxes weren’t already doing; others have had their own app stores and universal search and voice controls for some time. I do think Apple’s App Store will be the best, and Apple TV has other advantages that some fans will appreciate, like Apple Music. But it’s not revolutionary.
It’s not even the most exciting device Apple announced this year.
Sure, the new iPhone looks the same as the old one, but it’s a huge upgrade. 3D Touch alone is going to change the way we interact with touchscreen devices and mobile operating systems, and over time, every smartphone and tablet — even those from third-party vendors — will have a pressure-sensitive display.
The Apple Watch isn’t just a “fun” device, either; it’s an incredibly useful device that has plenty of use cases. Those who choose to invest in one will use it and rely on it far more than they will their Apple TV. I’ve worn my Apple Watch every single day since it was delivered, and I’m much more excited to see where Apple will take wearables than how it will deliver our favorite TV shows.
These things will enrich our lives in bigger and more profound ways than Apple TV will. I don’t even need to mention iPad Pro, which finally allows the tablet to replace the notebook for some, and the new MacBook, which is an incredible feat of engineering.
Luke: Hey, the fact that all of these have arrived in the same year means we all win at the end of the day, right? But I think you are selling Apple TV short. I know you’re not a big TV or movie viewer, so I can see why it may not be a big deal to you, but I really believe the impact is enormous. You talk about there being rival services and, while that’s true, there were also MP3 players before the iPod, and smartphones before the iPhone. And Apple blew away the competition in both of those cases.
The fact is that you’re taking quite a narrow view of what this device has the potential to be. TV is just one part of it, although Apple has the power to broker content deals that no other company on the earth can do. How about games on the Apple TV, or the perfect interface for listening to Apple Music, or the idea that, longer-term, this has the potential to be the hub for your smart home? I’ve been waiting years for someone to come along and shake up TV, and I think Apple may be the company to finally crack it.

Photo: Leander Kahney/Cult of Mac
Killian: It’s not that I think Apple TV won’t have a big impact, because I’m sure it will in many ways. And I do think it will deliver a greater user experience than rival devices, especially for Apple fans who are already part of the ecosystem. But I don’t think it will have a bigger impact than 3D Touch and Apple Watch.
Apple TV won’t ever be the perfect interface for Apple Music, or any music service, I don’t think. I’m sure gaming will be great — and that’s the bit I’m most excited for — but Apple TV isn’t going to change the way we game, or even replace consoles for most gamers. It may be the ideal hub for smart homes, but not everyone wants a smart home in the same way not everyone wants an Apple Watch, which comes with a much smaller entry fee.
I’m certainly not suggesting Apple TV will be a failure; I think the improvements the latest model brings are what Apple TV really needed to take off in a big way. But it won’t be more important, or more impactful, than Apple Watch or Apple’s latest iOS devices, I don’t think.
Let’s hand this one over to the readers now. How excited are you for Apple TV?
Friday Night Fights is a series of weekly death matches between two no-mercy brawlers who will fight to the death — or at least agree to disagree — about which is better: Apple or Google, iOS or Android?
16 responses to “Is the new Apple TV this year’s most exciting release from Cupertino?”
Um, guys? Are you paying attention? iPad Pro???
We did mention that briefly. It’s definitely exciting, but it’s not exactly all that different to iPad Air 2 — only bigger and faster. The experience won’t change in a big way, I don’t think.
You’re kidding, right? It totally changes small group presentation, mobile collaboration, content creation. Even app development will be supercharged because with more screen real estate more windows (the bane of IDEs) will be possible. Mark my words. It is a game changer for professional iPad users. Of course that’s smaller numbers than the TV market, but your declared metric was “exciting,” not ubiquitous.
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Just get the MacBook Retina 12. I have a feeling the next iPad Pro will be slimmed down or the third gen (getting rid of the home button and utilizing force touch and getting rid of the extra bezel space)
Great insights. Some ‘overthinking’.
1) There are 2B TVs IB WW – that’s a big TAM. – sorry alphabet soup.
2) Apple coming a bit later with better fit and finish and their brand means it will sell. I think very well.
3) But all that’s peanuts. The big pay-off is aftermarket App, casual and family games and content bundles. With Apple’s 30% Vig, that easily $100 of high margin annually forever (well decade or so).
3a) That App revenue now gets bundled into the category, Internet Services, in Apple’s financial reporting. Wall Street will love the category and the CAGR.
I’m with Luke. As soon as I heard the announcement for the new Apple TV, I knew it was what I had been waiting for in a streaming box. Sure other companies have had “app store”-like things, but have you been on Roku’s channel store lately? There are about 10-15 good channels. What TV has needed is a powerful OS and an SDK that developers are excited about, and that has been Apple’s forte for quite a while now.
So yes, the new iPhone, iPad and Apple Watch improvements look amazing, but not enough for me to be clamoring to upgrade. Apple TV, on the other hand, just made enormous leaps forward. We’ve being waiting for this update for a long time, and I think it was worth the wait. Apple has done something amazing here, and it is absolutely the most exciting product they’ve put out this year.
OK so here I am with all the generation of Apple TVs with me and I can not have a day without it. I love the craftsmanship of apple and simplicity as well.
I use it everyday by using air video HD app which stream my mkv movies with real 1080 p with 7.1 DTS sound.
My kids watch you tube video everyday, we play my 3 TB music on my tv through Apple TV with great sound ( thanks to B&W 7.1 speakers with pioneer elite sub connected with optical audio cable.
This is what Apple TV can do, no shitry chrome, Roko or F fire to can do that and I do that with ease and simplicity.
What you say guys…..
I have to disagree with the comment about Apple Music not being the perfect experience on the Apple TV. I’ve been using my new Apple TV this evening and the thing I’m most impressed with is the Apple Music experience. The interface is great and the sound quality is surprisingly excellent, especially compared to the former device. Overall, after a few hours of use, I’m very impressed. That being said, 3D touch is still more impressive than the Apple TV.
Roku.
Even looks like one.
Again another product that pushes you further into the apple eco system, big yawn.
64GB Meh, what type of drive is it.
Will it stream content to multiple Apple devices.
Can I log into my apple TV from abroad through my mac or iPad.
No GB Ethernet
Changing the way we watch TV, doubtful, an upgrade that doesn’t scratch the surface of what it could be. 4th gen product would expect a lot more from apple. Might as well get a 1TB wireless passport from WD.
The new AppleTV is amazing. For those of you who say it’s not the future of television, just take a close look at the WatchESPN app. It has live programming from all of their channels, as well as ESPN 3 live and archived content. It has sports news clips and highlights from Sportscenter. No need to DVR anything. Imagine all television channels like this! The only thing missing is their live programming schedule. The PBS app is pretty close to this ideal, but does not show live programming. To get ESPN as a cord cutter, just get a Sling TV account. You can authenticate WatchESPN on the Apple TV with your Sling TV login credentials. It will be interesting to see if Apple allows apps from potentially competing services, like Sling TV, Pandora, Spotify, etc. I have to keep my Roku around in case they do not.
Also, I love that I can turn on and off my TV and receiver with the new Apple Remote. Sweet!
My only small complaint about the AppleTV is that my Roku seems to have better quality sound output from the music apps. The Apple TV seems to have superior video quality. This is when both are connected directly to my Marantz receiver via HDMI. Turning off the “sound check” option in the AppleTV settings helps, but otherwise I’m not sure why there is a difference. I think the Roku supports more sound codecs? Can anyone enlighten me?
Once Plex comes out, they got my business. What people are not paying attention to is that this will be a future hub for automated devices, but that will still take awhile to get off the ground.