Apple’s ‘iTV’ strategy

“Apple’s surprise announcement of a $299 ‘iTV’ set top box was a confusion for some because Apple didn’t call it what it really is: the Video Airport Express. Here’s a closer look at the new device, and how it fits in with Apple’s online media strategy,” Daniel Eran writes for RoughlyDrafted.

“Apple didn’t advertise the full specs on the device, only showing off what looked like a thin slice of a Mac mini, with networking, USB, audio and video ports, and a brief demonstration of its extended Front Row interface. Sometimes saying a little says a lot,” Eran writes. “This isn’t a Mac. There isn’t room for an optical drive; its nearly the size of one itself. Further, there isn’t enough room inside for a general purpose Intel Core processor and necessary cooling, or other typical PC hardware. It even has the power supply transformer built in, so it only uses a thin power cable.”

Eran writes, “This is an appliance, the video Airport Express: it lacks everything else. It has no dedicated display, and no user interface beyond the simple TiVo-like Front Row. It uses a remote control, not a keyboard, so it only needs a single USB port, possibly for printer sharing or disk storage. This is designed to stick next to a TV, just as the AirPort Express hid behind a stereo.”

Eran writes, “Apple’s new iTV is being held up [due Q1 2007], I believe, because Apple is waiting to deliver 802.11n, the next major jump in wireless networking. As I noted earlier, the n standard isn’t going to be finalized until early 2007. While some vendors are releasing “pre-n” wireless equipment in advance of the standard, I believe Apple is holding off to make sure their equipment will be widely compatible and not interfere with existing networks.”

More in the full article here.

Steve Jobs gives sneak peek of Apple’s “iTV” wireless set-top box:

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