For as long as it ’s been in existence , Apple TV has want to be something more than what it is . Whether it was buy and renting picture show , downloadinggamesand apps , or simply watching live programming , Apple ’s digital media histrion has always been a step or two behind its expectations . Even as it ’s matured from a Mac - reliant box to a standalone streaming dynamo , there ’s always been a sense thatApple TV ’s potentialis heavy than its realism . And while it may have graduated from its Falco subbuteo status , there ’s still a sense that it ’s a secondary gimmick , something that sum time value to the existing ecosystem but does n’t really stand on its own .
At least not yet . DuringApple ’s third - after part earnings call last week , Tim Cook teased a hereafter for Apple TV beyond vox - controlled viewing and simplified foretoken - in : “ You should n’t search at what ’s there today and think we ’ve done what we need to do , ” he said . “ We ’ve build a instauration that we cerebrate we can do something bigger off of . ”
The content is clear : After nearly 10 years in existence , Apple TV might at long last be quick for its closeup .
Content strategy
Apple TV is the only Apple gimmick that relies on others ’ content . From the apps to the channels , even the photograph in our libraries , every bit of the media we enjoy on our Apple television is made by someone other than Apple .
But that wo n’t be the compositor’s case for too much longer . Just this past week it was reported that Apple had buy the distribution right field an unscripted TV series based on James Corden’sLate Late Showsensation,“Carpool Karaoke . ”Also in exploitation isPlanet of the Apps , aProject Greenlight - fashion world show that will graph the search for “ the next capital app . ” Finally there ’s the rumoredVital Signs , a semi - autobiographical drama starring none other than Dr. Dre .
And there are sure to be more to trace . Apple has an extraordinary amount of lick and capital letter to pump into original programming , and within a few geezerhood it could easily have a slating of series that rivals Netflix , Amazon , and even HBO . And if Apple idiot box is the only streaming box that appropriate you to see them in all their glory , it would instantly ferment into something far greater than it is today .
Tape delay
Someday soon your set - top box could be your DVR and cable box too .
If it becomes a mandatory , it would allow Apple TV to become the primary box in our populate elbow room . It ’s a move that would elevate Apple idiot box without the complexity and cost of negotiating a deal to sell “ skinny ” groove big money . The ravisher of Apple TV is its interface , and with tvOS powering the grid , there would no longer be a need to have a separate DVR and set - top streamer , set Apple tv set at the shopping center of our home base theaters .
Front row
As it stick out , Apple TV is plan to be a backcloth machine , the rare Apple ware that is n’t meant to be seen . It look nice , but its case is useful ; citizenry buy Apple TV rigorously for what it does , not how it looks . But if Apple has plans on expanding Apple TV ’s theatrical role , the maturation of tvOS could impel some serious designing changes .
It ’s not just the potency to turn it into a DVR ( which would n’t require many external change at all , save perhaps the addition of a digital clock ) . If Apple TV is a platform as Cook state , there ’s no limit to how it could be implemented . Apple could treat tvOS like it does CarPlay , partnering with third - political party equipment manufacturers to enlarge their collection and capableness , while appealing to a whole new subset of users .
Apple could work up tvOS into other devices , or even licence it for products like this Sonos Playbar soundbar .
And if Apple TV unfeignedly wants to overlook our living way , video is n’t the only way of life . With a very Apple - like “ it just work ” organization , Sonoshas show that a drib - dead simple lot of speakers can perform just as well as a 5.1 channel receiver and a maze of speaker wires . With built - in tvOS , an Apple soundbar would be the ultimate domicile hub , offering an always - on solution for everything the company is trying to accomplish . At once , Apple would have a front - and - middle machine with Siri capabilities and HomeKit integration that pretend as the porter for the smart domicile .
Silver screen
And then , of course , there ’s the tv set itself . While it was a raging rumour adopt Steve Jobs ’ famous“I ultimately crack it”proclamation , we have n’t discover much about Apple building a flat - screen TV for a few years now , and it would seem that Apple has abandon the mind .
But the despite the proliferation of smaller screens in our life-time , the television set is n’t about to turn a loss its place as the centerpiece of our living rooms ( and in essence , our homes ) . Any current or future Apple TV incarnation obviously need a tv set to manoeuvre , and it ’s foolish to think there are n’t a few prototypes hang on the wall in Jony I ve ’s office . It could be that Apple wants to perfect the Apple TV box first ; once it ’s work up in to a full - fledge television set , there is far less room for erroneousness . But you should n’t discount the possibility down the road .
But whatever form it takes , it ’s vindicated that Apple has big plans for its Apple boob tube . Over the preceding 10 years , Apple has memorize a mess from its sideline . And now it just might be ready to change by reversal pro .
