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September 3, 2013 03:00 am GMT
Apple has been ‘pulling the string’ on the Apple TV for seven years now. Think about that one for a minute, it’s had a set-top box since before the iPhone. During that time, the landscape of online video entertainment has completely changed, largely as a result of the iPhone, iPad and iTunes Store. While Apple has a long way to go in order to make the Apple TV a decent solution for countries outside of the US, it has made some progress and continues to very slowly iterate on the original premise of an in-home media streaming device. A large part of that is iCloud, which now allows users to watch any purchases they’ve made from iTunes on any device, including ATV. But there’s still a lot of work to be done if the device is going to become a major pillar of Apple’s business, as I believe that it could beand should be if cards are played right. The Apple TV, whether it comes in its current hockey-puck form or married to a flat-panel display, has the potential to create an ouroboros of ecosystem lock-in that could pin closed many doors for other laggards like Google and the much more competitive Amazon. If the iPad benefited from the iPhone and its app ecosystem and the Mac benefited from the iPad’s millions of newly exposed users, so could an Apple TV that offered hundreds or thousands of ‘apps’ that were familiar to users. Those users would happily buy into a system that offered them easy and convenient access to their in-network content as well as their ‘out of network’ content. This cyclical thinking has worked well as Apple expanded from phones to tablets, and should continue to work on the strength of those efforts. In order to do so, Apple will need to make some aggressive moves to mature the device. In fact, it needs to move away from being a device at all and finally make the jump to being a platform. I’m not sure anyone disagrees with that, as everywhere you turn people are talking about the potential of apps on Apple TV. Unless you’re blind, you can see the possibilities inherent in turning Apple’s following of hundreds of thousands of developers loose on a screen that’s hosted in your living room. Unlike some very smart folks, however, I’m not so sure that a full Apple TV SDK
Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/2MsjYSojUFQ/
Turning Apple TV Into Ouroboros
Apple has been ‘pulling the string’ on the Apple TV for seven years now. Think about that one for a minute, it’s had a set-top box since before the iPhone. During that time, the landscape of online video entertainment has completely changed, largely as a result of the iPhone, iPad and iTunes Store. While Apple has a long way to go in order to make the Apple TV a decent solution for countries outside of the US, it has made some progress and continues to very slowly iterate on the original premise of an in-home media streaming device. A large part of that is iCloud, which now allows users to watch any purchases they’ve made from iTunes on any device, including ATV. But there’s still a lot of work to be done if the device is going to become a major pillar of Apple’s business, as I believe that it could beand should be if cards are played right. The Apple TV, whether it comes in its current hockey-puck form or married to a flat-panel display, has the potential to create an ouroboros of ecosystem lock-in that could pin closed many doors for other laggards like Google and the much more competitive Amazon. If the iPad benefited from the iPhone and its app ecosystem and the Mac benefited from the iPad’s millions of newly exposed users, so could an Apple TV that offered hundreds or thousands of ‘apps’ that were familiar to users. Those users would happily buy into a system that offered them easy and convenient access to their in-network content as well as their ‘out of network’ content. This cyclical thinking has worked well as Apple expanded from phones to tablets, and should continue to work on the strength of those efforts. In order to do so, Apple will need to make some aggressive moves to mature the device. In fact, it needs to move away from being a device at all and finally make the jump to being a platform. I’m not sure anyone disagrees with that, as everywhere you turn people are talking about the potential of apps on Apple TV. Unless you’re blind, you can see the possibilities inherent in turning Apple’s following of hundreds of thousands of developers loose on a screen that’s hosted in your living room. Unlike some very smart folks, however, I’m not so sure that a full Apple TV SDKOriginal Link: http://feedproxy.google.com/~r/Techcrunch/~3/2MsjYSojUFQ/
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