TV analyst who predicted Apple would dump Apple TV in 2008 eats crow – again

Phillip Swann, president of, who likes to call himself “Swanni,” predicted in December 2007 that “Apple will dump Apple TV by year’s end.”

2007 came and went. Apple did not dump Apple TV. In fact, they greatly improved it.

Undeterred by his inability to predict the obvious, “Swanni” tried again a month later. In January 2008, after seeing Apple TV 2.0, Nostradumbass stated, “I stick to my prediction.”

2008 came and went. Apple again did not dump Apple TV. In fact, they greatly improved it throughout the year while continuing to quietly – with little or no marketing – sell units adding to a total that’s likely approaching 2 million units by now, if not more.

And, of course, this past Sunday, “Swanni” predicted, “In 2009… Apple’s Steve Jobs will finally call it quits on his least favorite hobby, Apple TV.” iCaled. See ya next New Year’s Day. [Thanks to MacDailyNews Reader “Ottawa Mark” for the heads up.]

MacDailyNews Take: Apple has great resources. The company has over $25 billion in cash and is debt-free. Apple can continue improving and tinkering (most importantly, trying to convince Hollywood to relax the content reins) until Apple TV graduates from “hobby” stage.

We continue to recommend Apple TV highly (over time, the device just keeps getting better and better for free) while warning prospective buyers that Hollywood seems to be stingy with legal content (movie rentals especially) for the device. If you purchase an Apple TV to play movie content (the device offers many more features and shines in many of them), you may want to take matters into your own hands if what you want to see is unavailable. Learning nothing whatsoever from the music industry, the Hollywood studios are stupidly encouraging piracy by not flooding iTunes Store and Apple TV with content.


  1. @ralph from berlin:
    If I understood correctly, this way Apple will only support the customers who needs to buy a brand new TV. Customers who already own an HD TV are now discounted.
    Also, how much extra does it cost to ship the assembled TVs as opposed to tiny ATVs, from say, the overseas OPMs to Apple Stores or Apple Online stores to customers. Also, when the next great LCD, Plasma replacement arrive does that mean, you have just boxed yourself into changing the whole system for external factors, while your ATV features remains unchanged with just minor firmware/software upgrades?

    Personally, I prefer my ATV just the way it is. I like the freedom that I can get most any TV out there with HDMI cables (with HDCP crippling enabled) and plug in my ATV or I can easily just hook it up to an audio source and control it with my iPhone remote without an LCD etc. I can carry it to a friend’s if I ever need to. I just wouldn’t care for any replacements to these freedoms. If I just wanted proprietary HDTVs with tuner and internet features, I think SONY Bravias are already out there with it. I still remain that Apple should buy SONY, but not to mess with the almost perfect little ATV that I appreciate.

    The only feature I would like to see, surely an evolutionary step up, is to have the App Store for the ATV somehow.

  2. To those that have spotty IR remote problems with the AppleTV:

    I just bought a Logitech Harmony remote (which supports the AppleTV). The reception is night and day now. I can be on the other side of my house, point the remote at the AppleTV and it gets every click!!!

    Also – if your AppleTV has freezing problems, make sure that your wireless network is on a channel that is far away from other networks. The slightest interference can play havoc with Apple TV syncing with a Mac or downloading content.

    One last tip – keep the Apple TV *very* cool. Set the unit on something that dissipates heat like glass. Put the unit in standby mode when not in use. If you have a spare little fan, keep it pointed at the mini so the air blows across the unit.

    I have two AppleTVs and I have zero problems now. They just run and run and run…

  3. @ passerby
    yes the entrance fee analogy is a little flawed …

    @ krquet
    i would propose both, keep the box and produce a tv.

    when you’re in the market for a new tv-set you can get the full apple package, when you’re happy with the tv you own just buy the appletv box.

    i would buy such a tv in a heartbeat.

  4. One thing holding back the ATV’s interface is the on-screen keyboard. The interface is fine so long as you don’t have to type anything, which kind of limits you when you want to search for stuff on YouTube, for example. Support for Apple’s wireless keyboard would greatly improve ATV’s ease of use and drive increased sales of their keyboards as well.

  5. @nekogami13

    That’s what I meant originally. I hardly think that confusing IR with RF would produce the spotty results I described – you obviously don’t own one yourself and are an arrogant fuck.

  6. @me
    I think his point was that someone thinking they are using an RF remote might experience spotty results depending on whether they accidentally pointed the device at the ATV’s IR sensor. When you know you have a line of sight remote, then you make a point of always aiming it accordingly.

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