“Apple TV is Apple’s only officially stated hobby, an strange but interesting product with plenty of promise that has yet to deliver the goods,” Dave Farrington writes for NoodleMac.

The only way that’s ever going to change is if you can really go back to square one, tear up the set top box, redesign it from scratch with a consistent UI across all these different functions, and get it to consumers in a way that they’re willing to pay for it. And right now there’s no way to do that. — Steve Jobs

“Therein lies the massive problem the industry faces, and why Apple TV v.4, the latest, remains mostly a failure,” Farrington writes. “Sure, you can use it to stream pay-for-TV shows and movies. Yes, there are apps that stream content from various networks. And there are entire packages of content, like Sling TV, Hulu, DirecTV Now that can stream from Apple TV, but the user experience is horrid even when compared to the standard cable TV experience.”

Read more in the full article here.

MacDailyNews Take: If Apple were really serious about transforming TV the way they transformed music and personal computing (multiple times), they certainly have the money to do so. That they don’t is telling. Obviously, Tim Cook thinks the money is better spent elsewhere.

We do suggest that Apple refrain from hyperbolic statements regarding Apple TV such as Cook’s recent proclamation when announcing Apple’s “TV” app: “And now, with the TV app, there’s really no reason to watch TV anywhere else.”

That type of over-the-top marketing tripe just invites derision.

Apple’s new TV app shows just how painfully behind Apple is – December 14, 2016
Apple has no idea what they’re doing in the TV space, and it’s embarrassing – November 3, 2016
Hulu inks deals with Fox and Disney, adding ESPN, Fox News and more to forthcoming live service – November 1, 2016
Apple’s new ‘TV’ app won’t include Netflix or Amazon Video – October 28, 2016
Google signs up CBS for planned web TV service to debut in early 2017; close to deal with 21st Century Fox – October 20, 2016
Apple’s Eddy Cue alienated cable providers and networks with an assertive negotiating style – report – July 28, 2016