“Apple has had grand dreams for its Apple TV, a Web-connected streaming receiver that first shipped six years ago. Customer dissatisfaction with rising cable costs offered the iPod and iPhone maker a chance to upend the economy of pricey channel packages with apps that could stream programming on demand,” Adam Satariano and Alex Sherman write for Bloomberg News. “Steve Jobs told biographer Walter Isaacson he’d ‘cracked the code’ on television, and Apple Chief Executive Officer Tim Cook declared his ‘intense interest’ in the company’s TV projects earlier this year. For years industry analysts have speculated that Apple might even roll out a full-on TV set, and the set-top box was a logical first step.”

“So Apple die-hards may be disappointed with the deal the company is close to reaching with Time Warner Cable,” Satariano and Sherman write. “It saves little more than a click of the remote, according to two people familiar with the negotiations who aren’t authorized to discuss them. Right now, the $99 Apple TV box serves mostly as a hub for well-known online services such as Netflix, YouTube, and Vimeo. While the deal would add a Time Warner app, that just means viewers won’t have to switch from Apple TV back to their cable box: They’d still need to subscribe to Time Warner Cable and wait around for a technician to install it.”

MacDailyNews Take: The writers of this piece fail to note that this deal also removes the shiteous TWC user interface and replaces it with Apple’s. That is the big deal, not removing a video input change.

Satariano and Sherman write, “That’s a far cry from Apple Senior Vice President Eddy Cue’s vision of a master menu of network TV apps, on-demand shows, and a handful of live channels, primarily news and sports.”

MacDailyNews Take: Actually, no, it does create a master menu of TV apps, on-demand shows, and live channels within Apple TV. Those can all be found within the TWC section of Apple TV, with other cable companies likely to follow.

Full, rather negative and ill-conceived piece that based on the writers’ idea of what Apple TV should be, not necessarily Apple’s, here.

MacDailyNews Take: Straw man construction is lazy “journalism.”

[Thanks to MacDailyNews Reader "Fred Mertz" for the heads up.]

Related article:
Apple partners with TV industry on ‘grand vision’ – July 18, 2013