“So, Apple’s big plan to talk cable companies into making the iPod of the television industry thus far involves getting Time Warner to let it put HBO Go on its box (if you buy a cable subscription!), something other similar boxes already do,” Rebecca Greenfield writes for The Atlantic Wire.

“How very unexciting. It’s surprising that Apple TV doesn’t already offer HBO Go, since its biggest competitors Roku and Xbox 360 have had it for over a year. And it’s not like Apple has spent that time coming up with some innovative arrangement that would that would excite the cord-cutter (and cord-never) set,” Greenfield writes. “No, per Bloomberg‘s Edmund Lee and Adam Satariano, by mid-2013, Apple TV owners who also subscribe to cable or satellite TV can watch the premium channel through their TVs via Apple’s box. Yes, if you have an Apple TV, you can watch HBO either on it or through your cable box. The choice is yours!”

Greenfield writes, “This too-late move to get Time Warner on its box surfaces a larger problem: Apple TV has very few apps so far, as AllThingsD’s Peter Kafka points out… Many have talked about Apple TV as the gadget that will change everything. Perhaps techies overlooked the deficit because the company has been in secret talks with cable companies to supposedly revolutionize TV for years. It’s coming, the Apple rumors promised, fending off any doubts that Apple would deliver something great. But, nothing exceptional has arrived yet.”

Read more in the full article here.

MacDailyNews Take: Patience is a virtue that many sorely lack nowadays.

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HBO GO coming to Apple TV by mid-2013, sources say – February 1, 2013