AppleTV: A New TV Experience?
Friday, June 11th, 2010
WWDC 10 is over. I’m at Starbuck’s waiting to grab a cab to the airport and am reflecting on the last week. It was great learning about the new technology that was just skimmed at the keynote, but one thing is missing. It’s something a lot of people were hoping to hear about; an update to AppleTV. However, I think to a certain degree we’ve seen the components that could make Apple TV an entirely new TV experience. In the end, the TV may be the last screen Apple attempts to dominate and they may succeed. Let me explain.
Think about your current television. What’s great about it? Well, a great thing about it is that it can provide an awesome viewing experience. You can be instantly immersed in that experience with very minimal distraction.
Now, what sucks about? For me, it’s finding content. Endless scrolling lists, crazy remote controls and complicated set-top boxes. Granted, I only look forward to a few shows a week, but still, when I’m looking to watch something and tune in I immediately get overwhelmed. I just want to view stuff that’s relevant as quickly as possible.
Some solutions I’ve seen try to solve this by allowing you to search. Which may be part of the solution, but I really don’t want to have a keyboard on my lap to go with any remote controls. I’d rather just get rid of all that.
So, what’s the solution? As I mentioned, some of the technology we may have heard about may already be prepping us for a solution, beginning with the apps on your phone. Think about it? The apps you choose to download already begin to create a profile of your interests. Imagine if there was a way for those apps to display their content on a TV as easy as going into landscape mode or taking a picture.
We browse a ton of content on our iPhones, iPads and iPods. Wouldn’t it be cool, for example, if I were in the ABC Player app and while I’m watching a show I could tap a “Play on AppleTV” button, which would immediately detect my AppleTV device and start playing that content right on the TV? Better yet, what if I’m playing Real Racing and want to switch my view to play on the TV? Simple, tap the “View on AppleTV” button and now my iDevice turns into a controller and my view is now on the TV!
How would this work? We’ve already seen something like this on the iPad when you connect it to an external display. When you do, a completely different viewing version of the app is shown on the external display, while you go into a different mode of the app on the iDevice. This same thing would be great for TV because the iDevice could turn into the most appropriate thing for the way it’s being used. The iPad becomes the game controller or the iPad becomes the remote.
There’s one thing missing though; the hardware/software that connects the iDevice to the TV. How about that UI-less device people are buzzing about that is supposedly priced for $99? That device could sync what apps you have (wirelessly I hope) and when you trigger a bit of content you want to engage with on the TV, that triggers the AppleTV hardware with the app and you’re instantly in game/viewing mode, whether it’s content from the device or streaming.
Throw in GameCenter, iAds, an awesome OS, the ability for publishers to dictate content, a ton of devices ready to go and you may have that go-to-market strategy Steve mentioned. With it, there’s an opportunity to bring a whole new level of engagement to the TV. Would you pay $99 to get that? I would.











