Wait. What? Apple TV has been around for years. Yes, but it’s not a television. Apple TV is just a little device that pretends to be a way to get TV and movies onto, well, your television. One of the most hotly anticipated Apple products might be around the corner.
TV? Television? Cable?
It’s quite possible and highly logical that Apple’s customers want an Apple television because we know it would be cooler to use than dumb TVs from Samsung, Sony, et al.
More than anything else, though, we want Apple to upend the cable television industry because, you know, high monthly bills, no ala carte TV plans, poor service. I’m thinking that if Apple re-invented television that we would miss bashing the cable TV folks. For awhile. But not much.
Regardless, not only is a revamped Apple TV television show subscription service much anticipated, it’s also expected. That is, if you believe every rumor about Apple and television. Hey, market analysts Gene Munster does.
Apple just dropped the price of Apple TV to be less less competitive with Google Chromecast, Roku, and Amazon Firestick. $69 still tops the list, but, hey, it’s Apple, amirite? Just days after cutting the price, the rumor mill says Apple is about to offer a new Apple TV later this year.
What will it do different? How about a monthly subscription for a couple of dozen TV channels to match up with HBO Now? That’s a start.
You Know What You Want
Here’s the deal. We all know what we want from an Apple television service. On demand video from every TV show ever, every movie ever, one low monthly price tag. Nobody provides that Nirvana pie-in-the-sky pipe dream, but it’s not Apple’s fault and it’s not an issue with technology.
The problem is the networks, cable TV companies, and content producers. All of them are getting rich and fat from the pie they’ve baked for a few decades, and Apple needs to figure out a way to change the industry so everyone still gets a cut of the pie.
Let the rumors fly. I’m willing to venture onto a digital limb and declare that Apple will introduce a new Apple TV hardware box at WWDC (Apple’s World Wide Developer’s Conference) this summer, along with a way for developers to create apps to run on the device, and with a monthly subscription model for TV shows. From Apple.
If and when that happens, and we’ll know by summer’s end, the cable TV industry will officially be traumatized. But Apple won’t build a television set.