The Apple TV (2010) Review
by Anand Lal Shimpi on October 4, 2010 12:07 AM ESTThe Apple TV as a Cable TV Replacement
This is where the Apple TV is more of a hobby and less of an Apple product. Apple doesn’t like letting its flagship products out of Cupertino incomplete, it reflects poorly on the company. I believe by referring to the Apple TV as a hobby, Apple somehow attempts to exempt it from this policy.
If Apple were to build a box capable of replacing your cable TV subscription, it would have to at least deliver the functionality you’d get from said subscription. The Apple TV however, does not.
The UI is inherited from the rest of the Apple TV interface. It’s clean and to the point.
The rental process is simple. You can find shows by network, genre, popularity or your own favorites. You can also manually search for TV shows. TV shows are available for rental 24 hours after they air. To rent a TV show in 720p it’s $0.99. You have 30 days to begin watching and 48 hours to watch the show (unlimited times) once you press play.
The pricing isn’t even the problem. At $0.99 a show you’d have to watch over 60 shows a month just to equal how much it costs to have Digital Cable through Time Warner in Raleigh, NC. The issue is selection.
Apple only carries shows from Fox, ABC and BBC America. Most of which you can get through a basic cable package for around $15 per month, or over the air for free. Adding insult to injury is the fact that most of these shows are also available for streaming a day after they air on the Network’s websites and Hulu.
Then there’s also the fact that you can’t channel surf on the Apple TV. You have to find a show, manually preview it and then move on to the next one if you’re bored and looking for something to do. It’s just not something you can do without a live TV stream.
Apple’s pricing model would work very well if you could watch anything you wanted on the Apple TV. You effectively get DVR on every show and at $0.99 per show you can watch a ton before even breaking even with what a decent digital cable package would cost. Not to mention there aren’t any strange taxes or fees lopped on at the end of the month.
That would be in an ideal, non-hobby world of course. The Apple TV today just doesn’t deliver that. You get an incomplete cable TV experience at best, at worst you end up paying for things that you can get for free.
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Osamede - Thursday, October 7, 2010 - link
Apple has no interest in explicitly supporting pirated content either"?Wow, have you look at the reported statisics on how many songs the average ipod owner buys, versus how many they have in their Itunes library? I assure you the difference is not entirely made up of music ripped from their own CD's!
So spare us the sanctimony please. Apple wants to get in the game of selling video content at a very healthy markup, otherwise this device would have better support for playing whatever files people have. That would make it a real media player.
As it is it is obviously designed to be a new age cable box ie a box that delivers content sold to you from within a walled garden. Or put differently, it is a very stylishly paved-over cowpath.
bernstein - Monday, October 4, 2010 - link
well my guess is, that apple is proceeding as with the iphone: introduce the device, see if it catches on and then beef it up and open it up for apps...app support actually is both very simple and very hard :
* because of resolution similarities, basically all ipad / iphone4 ready apps will look good with only minor tweaking.
* however all apps assume a touch based input, yet without standing in front of a touchscreen tv, user interaction with the appletv is quite different than on any other iOS device. this completely negates the app store advantage... which i believe is a HUGE reason apple forgo making the appletv app capable - just yet
as the appletv at this point is nearly useless without itunes and an ios device apple should go the extra mile and leverage it's iOS devices in the following ways :
* enabling any iOS device simply to stream it's screen content in realtime over airplay, while still using the device as input device (essentially using the tv as a cloned wireless display). this would allow you to use all apps while others could easily follow you on the big screen! and it would even allow you to use the tv as screen for all motion & touch based inputs excluding all touches not applicable to the whole screen. (well buttons in corners would work as well, but how about selecting a word in a text... nope.)
obviously especially for games latency would be an issue, but given that both devices out of practicability need to be in close proximity to one another, a direct wifi link might suffice...
however even worse is the fact that none of the iOS devices have a 16:9 display, so all display cloning will invoke black bars. which ultimately is not up to apple's quality level. *ugh* didn't see this one coming apple?
* on the other hand, actually enabling the appletv to store and run apps while using any other iOS device as input controller (working similar to using an magic mouse / touchpad on osx (probably without the pointer) - thinking of it: those might work perfectly as controllers too!!) might be a more reliable and even simpler option.
but ultimately apple could bundle a controller case for ipod/iphones (just adding the ergonomics and the buttons that come on a move/wii controller, maybe even something analog as on a playstation/xbox controller) Basically this would be nearly as cheap to manufacture as the current bundled remote but offer the input capabilites of a high end console... while maintaining the current price point.
hipnetic - Monday, October 4, 2010 - link
Anand, excellent article. You seem to come at things from a similar perspective as I do. I do think that AirPlay has the potential to be a killer feature. You talk about playing games and needing a controller, but I suspect that Apple may be envisioning users using their iPhones as the controllers.I personally am not seeing much to get excited about with Google TV. The price is too high, there doesn't appear to be any streaming of your own content, and a keyboard-focused input/search method for the TV? I don't think so.
One problem I'm having with my new Apple TV: I've got some HD movies I've downconverted to 720p using Handbrake. The movies play perfectly on my iPhone 4, but there are occasional stutters on the Apple TV. There are a few others (so far) reporting the same thing and one thing a couple of us think we've discovered is that it's more frequent after the movie has been fully loaded to the Apple TV's 8GB on-board storage buffer. That seems counterintuitive, but there you go. See this thread on Apple's support forums:
http://discussions.apple.com/thread.jspa?threadID=...
I think it would be great if you did some more testing of video playback using Handbrake-encoded movies and looked super-close at the playback to spot similar issues. Because these videos seem to play fine on my iPhone 4, I'm cautiously optimistic that the problems are firmware related and can be fixed. Hopefully soon.
Fanfoot - Tuesday, October 5, 2010 - link
Anand, perhaps you have some insight but I'm not expecting it to work the way you suggest. I think the video that was streaming to your iPhone/iPad might in fact go directly to your Apple TV rather than being relayed over your WiFi network twice. Even if it does go over the WiFi twice I'm not convinced the A4 has the horsepower to encode the stuff it has showing on its screen into an efficient form for transmission over the air. I think its FAR more likely that Apple is simply forwarding the incoming video stream to the Apple TV.If this is true all your speculation about projecting gameplay from your iOS device to an Apple TV will be for naught. In fact it may not even be possible to play back all video that you can display our your iOS device onto an Apple TV. Sure anything in h.264 or mp4 format that is wrapped in FairPlay DRM should work, but what about say the Sling Player app? Does it use h.264? I doubt it. As such I suspect it won't be possible to forward your Sling Player video to an Apple TV. Even something like ABC's app might not work if the DRM is being handled by the app, even if the video is actually in h.264 already.
I suspect the potential for AirPlay is lower than you're thinking. I'm still excited by it, but I don't think its going to have all the potential something like WiDi would.
Shiitaki - Wednesday, October 6, 2010 - link
I used an Apple TV for over a year to save on cable, and I saved enough to pay for it several times over. I only watch a handful of shows that happened to be available in Itunes. Not having to worry about missing a show live, recording, or enduring 20 minutes of commercials for a one hour program was very nice.It's really a great way to cut down on couch tatering, not spending hours rotating through 300 channels of nothing redeming is a plus.
bownse - Friday, April 15, 2011 - link
It's so crippled with media constraints that it's nearly useless. Even though I own an iMac 27, an iPod Touch, and an iPhone, I'm not fanboi enough to get this. My WD Live TV Plus simply works and works simply out of the box; the list of supported media types is gargantuan compared to any of the others and the long-awaited Boxee Box seems like a candidate for the short bus given the list of tasks it can't do.