The usual has shown up this past week or so, too, including the standard lineup of nattering nabobs of negativity with how much they think Apple Watch is a dud (pay attention to Watch owners and users, not Watch watchers). Then, there was this little moment from Apple CEO Tim Cook.
‘But You Can Speculate’
That guy Tim Cook is such a tease. After Apple announced record earnings, again, he was questioned by various and sundry analysts about the company’s future product pipeline.
What Cook said in response is, well, typical Cook. “Blah, blah, blah. And maybe this.” But without saying anything important at all Cook spilled still unknown and unnamed beans.
Just weeks ago when Apple announced the launch of Apple Watch it also reduced the price tag of the aging Apple TV device. “Starting at $69.” That’s right. “Starting at…” That implies other Apple TV products are on the way and what better time to bring them along than during Apple’s World Wide Developer’s Conference in June?
Alright, what did Tim Cook say about television?
It’s about giving customer something they want. Giving it with Apple’s classic ease of use. I think HBO in particular has some great content. We are marrying their great content and our great ecosystem. There is a lot [of] traction in there. Where could it go? I don’t want to speculate, but you can speculate… We’re on the edge of major major changes for media and I think Apple can be a part of that.
Everyone knows major major changes are coming to media. What we don’t know are, well, what they changes are going to be. And we don’t know where Apple fits into the picture, but we have a few clues.
First, allow me to speculate about a new Apple TV device in the works; a platform, if you will, where developers will have options to create apps for new devices. TVs are often the center of the home, so think HomeKit meets HBO. What most of us really want is television on demand. No DVR. No scheduled time shifting. Let me pay for what I watch, and let me watch everything and anything that’s ever been broadcast, and let me do it at any time.
That’s a pipe dream. But what did Tim Cook say?
It’s about giving customer something they want. Giving it with Apple’s classic ease of use.
So, I’m thinking more video and audio on demand, streaming seamlessly through Apple devices to the television, mixed and matched with Siri, Notification center, video game applications, and HomeKit– all available on Apple TV connected to your television set of choice.
4k video would be nice, but Apple doesn’t get too far ahead of the curve anymore. These so-called “major major changes for media” are on the way, and it’s obvious Apple wants to flex some major money muscle. And it all starts in June.