Wasn’t too long ago that folks were calling Apple TV a failure, a device largely ignored by Apple.
No question about it now, Apple is all in on Apple TV. This ad feels like a mission statement. The name says it all: Apple TV – The Future of Television.
I am starting to think that Apple had never intended to be a TV provider. I think the skinny bundle idea was a smokescreen. If they really were talking to the networks, etc it make have just been to throw them off track to the fact that they were creating a better platform for TV distribution. I think Tim’s version of Steve’s “One more thing” is they are waiting in pocket with features in hand. Initially for the ATV, this was the statement about opening Universal search to all apps. That was probably always the intention an it will be the wedge that forces networks to release their wares on ATV without requiring a cable subscription. Just look back on the Apple Watch and the same sort of thing transpired in that Watch OS2 was announced months after the watch was released. Again, I attribute this to Tim Cooks version of one more thing as well as what he may have meant about doubling down on secrecy. Its close to impossible to prevent most of the hardware leaks but what they can protect is the software. Or… put another way, protect the hardware, especially from competitors, by limiting the initial software. In case of the Apple Watch, many didn’t see it as a threat at release with its more limited functionality. Also, the “target” competitors are shooting for, in terms of specs and usage is then trumped a few short months later with the announcement of a new OS. So anyone trying to jump on the copying wagon is going after the wrong “target”. I foresee the same thing happening with the TV OS. I would not be shocked to see a new OS announcement in the near future.
Just clamoring for “change” doe snot discriminate between good and bad change.