).<\/a>.<\/p>\nOver the past few years the company had been attempting to reach agreements with a number of production companies – it was even rumoured to be considering buying Time Warner – but Apple\u2019s talks with production companies broke down, according to Bloomberg.<\/p>\n
The company hasn\u2019t given up on the idea, it may just let others do the hard work for it: As Apple\u2019s head of services Eddy Cue said: “Whether we\u2019re providing it or somebody else is, it really doesn\u2019t matter to us. What we\u2019re trying to do is build the platform that allows anybody to get content to consumers. If a Time Warner [Cable] or a DirecTV wants to offer a bundle themselves, they should do it through Apple TV and iPad and iPhone.”<\/p>\n
Apple may have changed its tactics in providing access to content to watch on the Apple TV, but we expect that it will be overhauling the way it offers content over the next few months. We anticipate a move away from the pay-per-program and film-rental format of iTunes now that Netflix and other services offer this content to subscribers.<\/p>\n
We expect that the new Apple TV for 2017 will pave the way for this…<\/p>\n
Is TV still important to Apple?<\/h2>\n
With the iPhone being such a large part of Apple’s business, and the Apple Watch potentially being the device that takes it into the future, could the Apple TV fall into oblivion? In the past Apple has let years pass without updating the device, could the same thing happen? We doubt it.<\/p>\n
As we mention above, the original Apple TV was announced in January 2007, shipping in March 2007, making this year it\u2019s tenth anniversary (we think Apple could be planning a new Apple TV to celebrate this milestone). A lot has changed in the past ten years, initially Apple referred to the Apple TV as a hobby product, but recently it has become a much more significant part of Apple\u2019s business.<\/p>\n
In fact, TV was an area of great interest to Apple\u2019s late co-founder and CEO Steve Jobs, who told his biographer Walter Isaacson: “I’d like to create an integrated television set that is completely easy to use\u2026 It will have the simplest use interface you could imagine. I finally cracked it.” The appearance of this quote in the Steve Jobs biography lead to years of speculation that Apple would launch a TV set. Despite those rumours, an Apple TV set never appeared, but Apple remained interested in the area.<\/p>\n
Apple CEO Tim Cook said in September 2014: “Think how much your life has changed, and all the things around you that have changed, and yet TV, when you go into the living room to watch TV or wherever it may be, it almost feels like you’re rewinding the clock and you’ve entered a time capsule and you’re going backwards. The interface is terrible, I mean it’s awful. You watch things when they come on unless you remember to record them.”<\/p>\n
Apple\u2019s first move to reinvent the TV came with the release of the updated Apple TV in 2015, and with it the tvOS and the TV App Store. Over the months that have followed Apple has provided some software updates to users, but no new hardware, yet.<\/p>\n
That doesn\u2019t mean that Apple doesn\u2019t consider the Apple TV an important product. The recent hire of former Amazon Fire TV Chief, Timothy D. Twerdahl, indicates that TV is still an important area for Apple. Twerdahl is the new vice president in charge of Apple TV. He was previously the head of Amazon’s Fire TV unit, and before that held executive positions at both Roku and Netflix, so he has plenty of experience when it comes to streaming TV services.<\/p>\n
However, a Bloomberg report claims that Apple has had to make many compromises that mean it is unable to fulfil Steve Jobs\u2019 dream of reinventing the television, or CEO Tim Cook\u2019s ambition to transform the way we watch TV.<\/p>\n","protected":false},"excerpt":{"rendered":"
Will Apple launch the Apple TV 5 in 2017? Read the latest rumours about the 2017 Apple TV 5 specs, price and UK launch date. When will Apple release\u00a0the next Apple TV – the 5th-generation Apple TV, or Apple TV 5 – in the UK? And what new features, tech specs, UK price and design […]<\/p>\n","protected":false},"author":1,"featured_media":80,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"_links":{"self":[{"href":"https:\/\/wp.amobil.online\/wp-json\/wp\/v2\/posts\/79"}],"collection":[{"href":"https:\/\/wp.amobil.online\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wp.amobil.online\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wp.amobil.online\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wp.amobil.online\/wp-json\/wp\/v2\/comments?post=79"}],"version-history":[{"count":1,"href":"https:\/\/wp.amobil.online\/wp-json\/wp\/v2\/posts\/79\/revisions"}],"predecessor-version":[{"id":81,"href":"https:\/\/wp.amobil.online\/wp-json\/wp\/v2\/posts\/79\/revisions\/81"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wp.amobil.online\/wp-json\/wp\/v2\/media\/80"}],"wp:attachment":[{"href":"https:\/\/wp.amobil.online\/wp-json\/wp\/v2\/media?parent=79"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wp.amobil.online\/wp-json\/wp\/v2\/categories?post=79"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wp.amobil.online\/wp-json\/wp\/v2\/tags?post=79"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}