Apple TV Will Be An "Entirely New Product"

[Michael Essany]

Perhaps the best contemporary headline regarding Apple TV and its past, present, and future was penned by one of MMi's very own. On Tuesday, Paul explained how Apple is poised to take it's "hobby" known as Apple TV off the shelf and back to the forefront of our attention. The article, Apple REALLY About To Move Into TV Now: Rumor, suggests that Apple wants to make a major push into television... again.

But as of late, our collective excitement about Apple TV has been substantially muted as all the hoopla surrounding the new iPhone and the iPad has effectively relegated Apple TV to the back burner. And now it seems we may never see the "old" Apple TV again.

According to a report Friday in the New York Times, one unnamed former Apple employee (who recently left the company) revealed that one of the reasons we can't find much info on Apple's plans for their still-lackluster Apple TV is because we're looking in all the wrong places. As it turns out, the more "advanced work" on the new incarnation of Apple TV isn't being performed on familiar territory. Another design group within the company has assumed the workload and design burdens - a move signaling that Apple TV will re-emerge an "entirely new product."

From Tuesday to Friday, we're learning that Apple is not only taking its "hobby" off the shelf, it's massively redesigning what, by all accounts, hasn't performed as well as other Apple offerings. But with greater interest than ever among the public for fusion between online media and traditional television, it's a safe bet that Apple will dedicate some of its cash (of which there is more than Apple knows what to do with) to help expedite the roll out of a new and improved Apple TV that's actually new and really improved.

[Poseidon79]

I'd love to see Apple TV be a single source for Hulu+, Streaming movies, a general media server for files stored on your computer.

[dancinmrhappy]

If they base it of iOS, then we finally have Netflix!

[Nyra98]

I guess Apple has decided to take over another market.

[whereswaldo]

If this turns out right, i'll be able to get rid of my tv and my PC hooked up to it

[CZroe]

Google and Apple are both attempting the same thing: Expanding their OS and app markets to the home theater to replace the HTPC. Google TV will run Android and Apple TV will run iOS.

[hnic247]

Another apple product that I want but don't need

[dcgore]

I want to stop pay a ton! for cable at home.

[adp]

Apple hasn't had a good reputation with "Entirely New Products" lately...

[akrimmer]

I actually love the Apple TV, I have two of them in my home. Engadget had an article on the new Apple TV about a month ago:

The next Apple TV revealed: cloud storage and iPhone OS on tap... and a $99 price tag -- Engadget

[cartman13]

they already released the new apple TV, it's called the new mac mini.

[billchase2]

So what will happen to my "entirely old product?"

[stfudvs]

so I waited in line yesterday for 4 hours to get my iTV, but when I got home and got it all hooked up I noticed if I hold the remote in my hand I can't change channels? anyone else have tthis problem?

[StealthBravo]

I'd love to see Apple TV be a single source for Hulu+, Streaming movies, a general media server for files stored on your computer.

Yes! I hope they are working on a complete media experience

[bzpilot]

so I waited in line yesterday for 4 hours to get my iTV, but when I got home and got it all hooked up I noticed if I hold the remote in my hand I can't change channels? anyone else have tthis problem?

There will be a software update "in the next few weeks" that will re-adjust the alignment of the Earth and Moon and in turn fix your issues.

[CZroe]

Google and Apple are both attempting the same thing: Expanding their OS and app markets to the home theater to replace the HTPC. Google TV will run Android and Apple TV will run iOS.

Which makes me wonder why Apple decided to talk smack about Google right after their Google TV announcement.

[ewokcwalk]

if its based on iOS do you think itd be possible that Apple wants to get in on the gaming industry also? ACCESSORIES!!!

[eortizr]

That market is already dominated by popcorn and wdtv... so it will depend on the price and added features, that means it has to be $99.00 and be able to play any known format + Netfilx and Hulu and output DTS 6.1...

[eorellana]

I really hope my old Apple TV still gets supported via software when new Apple TV gets way to the market.

An software update that allows you to have Boxee and others included without ATV.

Only thing I wonder is the Flash player issue. It really is a bummer apple is pushing elsewhere with this one...

[zozodouce]

i want it now lol.