“For as long as it’s been in existence, Apple TV has wanted to be something more than what it is,” Michael Simon writes for Macworld. “Whether it was purchasing and renting movies, downloading games and apps, or simply watching live programming, Apple’s digital media player has always been a step or two behind its expectations.”

“Even as it’s matured from a Mac-reliant box to a standalone streaming dynamo, there’s always been a sense that Apple TV’s potential is greater than its reality,” Simon writes. “And while it may have graduated from its hobby status, there’s still a sense that it’s a secondary device, something that adds value to the existing ecosystem but doesn’t really stand on its own.”

“At least not yet. During Apple’s third-quarter earnings call last week, Tim Cook teased a future for Apple TV beyond voice-controlled viewing and simplified sign-ins: ‘You shouldn’t look at what’s there today and think we’ve done what we want to do,” he said. “We’ve built a foundation that we think we can do something bigger off of,'” Simon writes. “The message is clear: After nearly 10 years in existence, Apple TV might finally be ready for its closeup.”

Read more in the full article here.

MacDailyNews Take: Wow, it’s shocking to be reminded that Apple TV has been with us for nearly 10 years!

So, where does the Apple TV go next? Hopefully to 4K capability, at the very least. To full-blown, affordable skinny bundles (fingers crossed) ASAP!