When you consider it, that is somewhat surprising. In the end, Apple is on the verge of launching a significant new video streaming service, as well as also the Apple TV hardware device is sure to be a component of that. Where’s the love?
But look a little closer and the big picture starts to come into consideration. In spite of the imminent launch of Apple TV+, the Apple TV set-top box, once Apple’s beachhead in the living room, is not really quite as critical to the company’s mission as it used to be.
The future of TV is program Nowadays, I’d argue it falls behind the Apple Watch as a significant item. Updates to tvOS are few and far between, and tend to attract very tiny alterations or small new capabilities. Updates to the Apple TV set-top box are much less common, especially since 4K HDR and Dolby Vision came on the scene. After all, when you support the latest and greatest video and audio formats, what more is there to add?
Apple television icon
Apple
It’s also apparent that Apple’s attention in the streaming arena has changed targets from tvOS to the TV app. Apple’s own initial content is supposed to arrive in a little under a month, and also the TV app will probably be its home, which makes it arguably more significant than the whole of this tvOS platform. In reality, go over to Apple’s TV merchandise page and you’ll notice something missing along that top navigation bar: any mention of tvOS. Instead, the very best places are inhabited by the Apple TV app (whose icon appears remarkably like the top perspective of this set-top box) and the forthcoming Apple TV+ support, followed by the 4K and HD versions of this set-top box.
That is because the TV app has wider aspirations. It’s no longer something that you find on just the Apple TV, or perhaps only on Apple’s very own platforms. No, the app is coming to third-party streaming sticks, set-top boxes, and even smart TVs. Getting eyeballs on its own first content is more important to Apple, which means having its support everywhere anybody could want to watch it. Unexpectedly tvOS is only 1 option among many–certain, it might be the very best way to see Apple TV+, as I am sure Apple would place it, but it’s definitely not going to be the most common.
Web slinging
And Apple isn’t only competing amongst its platform and third-party platforms for views here. No, the company’s also going to be streaming its shows by means of a web app. This means that anyone whose apparatus can operate a reasonably modern web browser can also probably be an Apple TV client, all without buying any additional hardware.
AppleBeta of the Apple Music website.
Apple’s never been bullish on web services–it just hasn’t been at the company’s DNA. However, the TV+ venture is obviously important enough that Cupertino’s willing to switch up its playbook from the hopes of casting as wide a net as possible. And if it no longer desires to drive hardware sales for earnings but rather wishes to increase the TV+ support itself, well, which may not bode particularly well for the Apple TV set-top box.
The game’s the thing There is a saving grace for the Apple TV and tvOS here, and its title is Arcade. Apple’s recently launched game subscription service has been surprisingly well received, provided the company’s mixed connection with gaming. And while most players are most likely playing Arcade names on their apple iPhones and iPads, the Apple TV provides a big-screen, collective gaming experience not readily duplicated by these other devices.
AppleApple Arcade is really on iOS. Coming shortly to Apple TV.
Sport’s introduction, together with new support for gaming controllers from Sony and Microsoft, makes the Apple TV something which the comapny’s never had before: a viable game console. Yes, the Switch may have more to offer–chiefly Nintendo’s legendary first-party game catalog–but it is also more costly than the Apple TV and does not offer the identical breadth of additional functionality, like a broad range of streaming services.
Additionally, for families that currently have an iPad or iPhone in them, Apple’s gaming ecosystem competes favorably with not only the Switch’s reliability aspect–because most Apple Arcade games sync country across all apparatus –but additionally Nintendo’s advanced motion-control game mechanics. This could easily make it a compelling addition, especially for parents reluctant to invest money on a dedicated gaming device.
Might it be enough to store the Apple TV set-top box? Maybe. But in addition, it raises a bigger question for Cupertino and its own client base: given each of the other devices and platforms available, is your Apple TV even actually worth saving?
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