There was speculation abound from gadget blogs and Wall Street about the potential a $99 iOS Apple TV might hold. So when Steve ended with one more thing this week, I was rather disappointed to find a stripped down version of the existing Apple TV that doesn’t provide many things consumers (see: digitally savvy TV and movie viewers) are looking for right now.
To sum it up, the new Apple TV is an ARM processor powered hard drive-free device that features 720p HD video with HDMI and optical audio outputs, 802.11n wireless and ethernet. Compare this to the previous version that has seen so hardware improvements since its release in 2007, and the difference is rather striking. The original Apple TV offers a 40 or 160 GB hard drive, with all of the new device’s specs plus component video as well as analog audio outputs, and most importantly a USB port. While the old version runs a rather toasty Intel processor, it can be modified by users to function in ways Apple didn’t intend in place of or in addition to the interface provided by Apple.
And speaking of the interface, the 2010 iteration is running what appears to be a very similar GUI to what existing users received in a firmware update late last year. The only improved functionality is the ability to a.) rent movies and b.) stream from your Netflix account. Granted, Netflix streaming is a nice selling point for many users, but not a make or break, especially if you own a gaming device such as a PS3, XBox or Wii. Basically Apple seems to think a smaller device (1/4 the size of the old one) with less options (see: no hacking for more functionality) but reduced total ownership costs is an improvement. I tend to disagree for a number of reasons.
I purchased an AppleTV at the end of my summer internship in 2007, and have enjoyed its functionality, albeit not as much as I probably could have if I’d invested more into consuming my content via HD video torrents. I’m happy with that purchase cause I’ve done a lot of streaming to my living room’s 61” flat screen. But because it has a hard drive, I can still use Boxee and stream content I have acquired from online in any reasonable video format, not just Apple’s mp4/m4v formats. Likewise, I’ve also owned an Airport Express for 6 years, and much of my use of the AppleTV comes down to the streaming audio from my iTunes library of 70,000+ songs much the same as I use the Airport Express.
At $99, this is a very affordable product, but I have no intentions of upgrading in the near future, nor do I think I would buy this when there are other streaming solutions, such as Plex, that also have iOS remote apps (which I believe is a great way of controlling media devices, and something that will redefine the remote experience over the coming years). The real beauty here is going to be the integration with AirPlay when iOS 4.2 comes out in November. Being able to send content from my desktop to my iPad or iPhone, and vice versa, sending that content to my Airport Express or Apple TV (which I can already do but not from my iDevices) is pretty awesome.
I was really hoping this thing would be a true iOS device and run iOS apps, such as Air Video, which would allow you to stream any content to and from your HDTV. Imagine being able to really leverage an iPad to send ANY QuickTime video to your big screen! Take an iPad app like BBC News, ESPN ScoreCenter, or even videos from Safari and watch them how you’d watch any other HD content. AirPlay still hasn’t been explained well enough to know if this is possible, and because the new Apple TV runs an iOS-variant on ARM technology, it’s also possible that iOS apps could run on the device down the road, but without any kind of on-board storage, there would have to be an Apple cloud storing your apps. Don’t see that happening in the near future either.
What’s unfortunate here is that Apple offers the most integrated personal media solution, with the best management for large libraries of content (iTunes). It also makes the best mobile devices. While this certainly isn’t a bad solution, no one else is really in a position to offer a solution that delivers the integration Apple can, even if they do make up for the gaps in codec support, video output (1080p vs the 720p Apple settled on for bandwidth concessions), and on-board storage.
Honestly, besides the ability to stream Netflix (which PS3, XBox, and Wii currently do), what does the new Apple TV offer that the 3 1/2 year old product doesn’t offer? I may have paid $230 in 2007, but I’ve had 3 years of enjoyment in the mean time, and I can still buy content directly from the store if I so choose, and utilize 3rd party media solutions based on XBMC such as Boxee to watch any content type I wish. If Plex offered its own device like Boxee has begun to do, I think it would be the ideal solution for an iMedia consumer right now. And apparently as of today, they have (sort of) with a fresh deal struck for integration into LG’s new line of HDTVs.



