With the announcement of GoogleTV, a direct competitor with the likes of TiVo, Roku, and of course the set top box from the dominators of the world, Apple, called AppleTV, comes the responses from fans, analysts, and of course the heads of all the opposing companies.
The loudest voice is of course Apple CEO Steve Jobs, who recently came down from his kingdom in the heavens to speak at D8, and had this to say about his enemy known as GoogleTV:
‘The television industry fundamentally has a subsidized business model that gives everyone a set-top box, and that pretty much undermines innovation in the sector. Ask TiVo, ask Roku, ask Google in a few months. The only way this is going to change is if you start from scratch, tear up the box, redesign and get it to the consumer in a way that they want to buy it. But right now, there’s no way to do that’¦.The TV is going to lose until there’s a viable go-to-market strategy. That’s the fundamental problem with the industry. It’s not a problem with the technology, it’s a problem with the go-to-market strategy’¦.I’m sure smarter people than us will figure this out, but that’s why we say Apple TV is a hobby.’
Jobs continued to say that it was highly unlikely that Apple would partner with some sort of television provider, as it has for its iPhone, with AT&T. However much Jobs says the Apple TV is a hobby, a rumor floating around the web, as described by Engadget, points to the box becoming something wholly different.
According to sources, Apple plans to use internals from their iPad, along with a version of the iPhone OS to power the company’s next iteration of their set top box, which will set back consumers only $99. Also hinted at, is the fact that Apple will reportedly not have internal storage on the device, just streaming. It will have a limited, 16GB chunk of flash storage, but will be completely 1080p capable.
This streaming option, set to focus on the idea of ‘cloud storage,’ will not only be a distinct step away from the hobby model for Apple, but at just shy of 100$, it’s going to be one hell of a cost effective way to watch your favorite film or television show. Looks like Apple literally plans on taking over the entire world.
With WWDC happening next week where we’ll inevitably see the next iPhone, will the Apple TV finally get it’s deserved upgrade?