Apple TV: The revolution will be shown on TV (Take 2)

A year ago, after Macworld'07, I wrote that amid the release of the iPhone, they did not deserve the attention of Apple TV. However, sales of Apple TV in 2007, to put it mildly, were not impressed: according to expert estimates , for 10 months of sales, Apple sold about 400 thousand of its media centers.

There are several reasons why the consumer did not perceive Apple TV:

• Jobs and major studios could not agree on the price at which films were sold and as a result new films often fell into iTunes with a delay or did not fall at all
• Apple TV was positioned as an addition to the PC / iTunes
• The user was not ready to buy movies in digital form.

The last point is the most important. Unlike digital music, buying movies in digital form did not please the user - an unusual format; restrictions on the use of purchased films (DRM); it is not clear how and where to store; In addition, most films look only 1-2 times.

Steve Jobs: “We, Microsoft, Amazon, TiVo, Netflix, VuDu, Blockbuster - we all tried to find a way to deliver movies over the Internet to a widescreen TV screen and all attempts failed. No one has yet succeeded. We tried with Apple TV and Apple TV was developed as an addition to iTunes & PC. This is not what people want. We found that everyone wants it - movies, films, films. ”

As already expected , Apple at Macworld'08 introduced Apple TV Take 2 :

• all major in-game studios, their own user-friendly interface and, most importantly, movie rental;
• "No computer is required" - Apple TV-2 has its own incredibly simple, beautiful and user-friendly interface;
• rent movies in standard (DVD) resolution - for $ 2.99 and $ 3.99 (new) and in HD-resolution - $ 3.99 and $ 4.99 (new)

According to the tests Engadget.com: 1.5 GB movie in standard resolution downloaded in 30 minutes in a 10Mbps network. By February, the iTunes product range will contain 1,000 films and all new films will appear 30 days after they are released on DVD.

What we dreamed about so much, it happened - without leaving home, for ridiculous money, you can watch a movie in excellent quality and with a wonderful sound (dolby 5.1 for HD movies).

So, Apple TV + movie rental must do what iPod + iTunes did in 2003 - create a new market and open the era of digital video.
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What awaits the rest? Here (“VOD died tonight”) predict a quick death, and here they disagree with them. VOD is not dead - that which has not yet lived cannot die. Vod was born. Apple set the vector and showed the horizon. At one moment, everyone suddenly saw where to go and for this market there will be a glorious battle. Netflix and LG have already announced the creation of a set-top box for TV. I dare to suggest that soon Amazon Unbox will announce a similar service for TiVo. Sony and Microsoft will offer PS and Xbox movie rental service. There will be new players, new devices and, most remarkable, new services.

Welcome to the future!

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