Apple TV is the latest step in the disintermediation of media

“The trend toward direct connections between video content creators and their audiences is well underway, but the new Apple TV could finally push that trend into the living room,” Chris Young writes for TechCrunch. “Although direct-to-viewer relationships are the norm on the web, most premium TV content in the living room still passes through a cable television gatekeeper.”

“Does Apple finally have enough momentum to break the grip of the content middlemen for good?” Young writes. “Two months ago, Apple executives got on stage and proclaimed that “The Future of TV is Apps.” This should be a surprise to no one. Consumer demand for an unbundled living-room experience may have finally reached a groundswell. Mainstream audiences are realizing what geeky cord cutters and younger viewers have known all along: while TV shows have gotten better, cable TV interfaces and subscription bundles have become more frustrating. As more consumers become accustomed to browsing Netflix-style interfaces, the cable TV experience seems downright prehistoric.”

“There’s no reason to think that future TV apps will be limited to passive viewing experiences,” Young writes. “It’s more likely that the majority will be mixtures of both code and content. We know that the future of TV is apps; we just don’t know what those apps look like yet.”

Read more in the full article – recommended – here.

MacDailyNews Take: Apple TV is the iOS device with by far the largest display.

If you think about what we started with phones, it let things be created that we couldn’t think of. In TV, that hasn’t been available. TV’s been a closed environment. You’ve been able to get the channels that were coming in, you had to get them through a single cable and satellite provider, and that was the ecosystem. And now [Apple TV] allows people like ESPN and CNN to create incredible apps that cannot just be viewing CNN live, but, for example, can make it interactive. SOmebody’s watching this interview and the app could do things like, people could give it a thumbs up or a thumbs down. You know, you’re on-air live, if you were getting feedback from customers, they might be asking for more information… [so you might do a longer segment if people are really reacting strongly to what the guest is saying]. — Eddy Cue, Apple’s senior vice president of Internet Software and Services


  1. Why, when anything like this gets brought up / speculated on, does no one ever mention the “elephants in the room” that always, always have the biggest impact on whether (or not) it will work out?

    The ISPs.

    Not until (if ever) internet access becomes a widespread, high speed, high bandwidth utility (something every current ISP will fight tooth and nail to prevent), will these scenarios be anything more than pipe dreams.

  2. The prospect of interacting with CNN live makes me ill. All of this genius technology and innvation to consume propaganda and brainwashing. I’m conservative and FOX News is just as bad in its own way.

  3. MDN – at nearly all points regarding Apple I tend to agree with you, but this is just a straight bulshitting. And I tell you why your arguments about 4K ain’t got any sense.
    1). Let me quote a well known TV reviewer, David Katzmaier from Cnet. He is a true expert. I’ve studied a lot on the topic of Television throughout the whole Internet for a long time and I can recommend him as a source of thorough information and knowledge about all things TV, you can trust me on this. He said and I quote…:
    “With video on a TV, the difference between 4K/UHD and 1080p/HD resolution is really hard to see. Many of the words in those reviews were written on a laptop in my lab at a theatrically close seating distance, comparing a 65-inch 1080p and a 65-inch 4K TV. Despite all the extra pixels I knew made up the 4K TV’s screen, most of the time I didn’t see any difference at all, especially with HD TV shows and Blu-rays. The differences in detail I did see were limited to the very best 4K demo material. Larger TVs or closer seating distances make that difference more visible, as do computer graphics, animation, and games, but even then it’s not drastic. Don’t expect the kind of improvement afforded by higher computer monitor, tablet, and phone screen resolutions, like Apple’s Retina Display. That analogy is largely irrelevant to TVs because you watch TVs from across the room, not inches from your face.”
    2). Next of – listen to this quote: “If you want the best picture quality in an LCD next year, you may have to buy a 4K TV anyway. The high-end 4K TVs I tested deliver very good picture quality — and for these prices, they’d better. All 4K flat-panel TVs on the market use LCD panels illuminated by LEDs, and employ some of the best picture-enhancing features available to the breed. Local dimming of LED backlights is a prime example, and it usually makes every LCD TV perform better. It’s easy to imagine a near future where local dimming — or another effective picture quality enhancement that has nothing to do with resolution — is only offered on the more expensive TVs in a manufacturer’s lineup. You know, the ones that also happen to have 4K resolution. In fact, that’s exactly what happened with 3D and Smart TV; you typically have to get these features if you want premium picture quality.”
    So, MDN, you can see more details because whether you have one of the best TV’s on the market today (you probably have Sony XBR-X900B or XBR-X950B), which have a lot of features to make the pictures punchier or you get to close to it than the rest of us or you sometimes use your TV as a monitor display device and watching something invaluable from the TV content standing point and user experience (ie. websites). Most of people use their TVs to watch a TV content and Apple TV is certainly made this way. Although nobody forbid to instal web browsers on the new Apple TV, but Apple wan’t be pushing a new Apple TV as a primary Internet browsing device. Its been built for entertainment – you know that better than I do. You should know as well that not everybody will just buy the best TV’s on the market right away and you should not assume this will ever happen. Apple realise what’s the upgrade cycle for most of Apple TV fans and people like you are in minority right now.
    3). I know even better TV than you have – if you have the Sony XBR-X900B or XBR-X950B. It’s LG 65EF9500 – if you watch your content through that TV you will see another difference – especially a deeper black levels, and no blooming around bright objects, so they are able to present some details in the darkest of the dark scenes you’d never see accurately through your Sony TV. But your logic would dictate that your TV is better cause of 4K, right? So if I show you the LG 65EF9500 and I tell you that it’s an 8K TV would you believe me? By your logic you should. It’s not an 8K TV, off course. It’s an OLED screen TV, that’s why it’s flat out better then yours. As yours is better than many 4K TV’s and 1080p TV’s just because it has local dimming on its edge-lit LED backlight in XBR-X900B or full-array local dimming backlights in XBR-X950B and Triluminos colour a.k.a. Quantum Dot [not really – not from QD Vision – from 2014] in both models. There are even better 1080p TV’s than your 4K but that’s another story. So, it’s true that the majority of 4K TV’s show better picture but ironically not because 4K. It’s because other features and enhancements packed in those expensive TV’s. 4K is and will for a long time remain the single biggest marketing bullshit on the Planet regarding TV – until the 50% of typical Joe’s in America start buying an 80″ TV’s or bigger. That marketing bullshit is so big that even you – technology wise people – couldn’t see it. And you know what? Every company tell you it’s big – even Apple. For now they’re staying quiet about it, because they haven’t decided to implement it in the current Apple TV – a great move in my opinion as their Content Delivery Network only started to taking off and it would be a huge mistake to put it all through from the start, you know, clogging the Internet pipes and destroying the streaming experience. But not so far from now they will be marketing it as something big time. And trust me it won’t come as an update to the current Apple TV. Not for $99 of its cost. It will be implemented from Apple TV ‘2’. That’s great too – I mean for Apple – because you’ll sell it for €20 to the cheapskates and that’s how the Apple TV will get into even more hands. That is a part of Apple’s strategy I think – don’t you think? – to stuff the channel from all sides. They wan’t be selling both Apple TV’s, old and new, like they sell their iPhones. Not at this price point. We will be selling old Apple TV’s for them.

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