In what has proven a remarkably succinct presentation, Steve Jobs has just unveiled his “one more thing…” and it’s the new AppleTV. Except, as Jobs quips, it’s “one more hobby.”
Also surprising: despite rumors, it’s still not called the iTV, and doesn’t run iOS. It’s still just the AppleTV, except now it’s black. The only rumors that were true? It runs Netflix and it costs only $99.
“We introduced Apple TV four years ago. We’ve sold a lot of them, but it’s never been a huge hit. Nor has any competitive product,” says Jobs. “
We’ve talked to people who have Apple TVs, and they love them, a lot! What have we learned? The number one, two, and three things they want: Hollywood movies and TV shows whenever they want them. They don’t want amateur hour, they want professional content. And they want HD.”
“The HD revolution is over, HD won. They want lower prices for content. They don’t want a computer. This is hard for people in the computer industry to understand, but it’s very easy for consumers to understand. They don’t want to manage storage.”
The new AppleTV is a fourth of the size of the last AppleTV, and you can hold it in the palm of your hand. The back contaiTins the usual slots, including power, HDMi and Ethernet, with an Optical Audio port to boot.
As Jobs hinted, there are no purchases (except if you do it through iTunes), and no storage management. The new AppleTV is streaming only, and you can either stream them directly from Apple or from your computer.
HDTV shows will cost only $0.99 from ABC and Fox. As for movies, expect them to cost $4.99 to rent… which is certainly not competitive with the rest of the market, although it’s worth noting these are first-run films.
Wondering if a film is worth your time? Movies will now be accompanied by the RottenTomatoes rating.
The new Apple TV will also include the usual gaggle of internet providers, including the rumored Netflix, the ubiquitous YouTube, Flickr, MobileMe and Internet Radio.
You will be able to use AirPlay to stream content from an iOS device to the AppleTV.
“You’re going to be able to watching a movie, walk into your living room, and push a button and watch the rest of it on your Apple TV,” explains Jobs. “Walk into your home with photos on your iPhone, push a button and share a slideshow on your TV. It’s going to be pretty cool.”
The AppleTV will be available in four weeks, with pre-order opening today. It’ll cost just $99.