Apple debuts new Apple TV commercial

Apple has debuted a new TV commercial for the all-new Apple TV, “The Future of TV is Apps,” on U.S. cable and broadcast networks.

The animated ad features Netflix, iTunes/Apple Music, Watch ESPN, Asphalt 8, Disney Infinity, Gilt, grubHub, Showtime, Crossy Road, HBO Now, and Fox Now, and ends with the slogan in text: “The future of television,: coosin gon the Apple TV logo.

Direct link to video here.

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30 Comments

      1. So, these are recent commercials? I’m sorry. I don’t have a TV. I sit barefoot on my living room wood floor with no carpet next to my turntable like Steve Jobs did.

    1. I disagree, a fair amount of Apple advertising of late including this and the latest iWatch ones (and certainly nearly all the good stuff I’ve seen) hints back to those original iPod ads which were some of the best ever. The use of colour, shapes and movement all interacting are very indicative of those ads but thankfully different enough to still feel fresh.

  1. From the future…

    There is an expression: Folie à Kook

    It translates roughly to the folly of the kook. It refers to the madness of a specific individual. The etymology is quite interesting.

    Once there was a technology company called Apple.

    Apple used to make this thing called the Mac. Then they stopped thinking about it much. They seemed almost shocked that it kept selling, sorta like their iPods before they were phased out. Year after year they’d read the numbers and wonder just what people did with those funny things called Macs.

    Well the Macs were bringing in some money, so they kept on taking them and polishing them up a bit. They Kept them in the stores, behind the watches, the phones, the tablets, and doodads and AppleTVs.

    It’s a shame they were so oblivious that they’d forgotten the power of their Mac and did not realize that it was the attraction that pulled so many into the store, past the watches, past the phones, past the tablets, past the doodads and AppleTVs, all of which were purchased often as people went to see the shiny powerful Macs.

    You see they became a lifestyle company. They wanted to find ways to help people enjoy their off hours, as you could tell from their commercials with people kissing and skating and dancing and playing. The funny thing they just completely overlooked was that it was the work accomplished, the goals achieved, and the power of the mind released by those Macs which afforded people the time for kissing and skating and dancing and traveling and creating, and maintaining those lifestyles.

    And this paucity of awareness became known as the Folie à Cook, “The Madness of Cook.” It referred to the Chief of Apple not recognizing the value already in hand while searching for the next big thing. Indeed they even went off to make automobiles.

    Overtime people started saying the Folie à kook, no longer remembering Mr. Cook’s original folly. The expression now refers to the madness of any kook not realizing the values at hand. Oblivious to reality.

    1. A very creative and entertaining post, TMac. But a person has to buy into your premise that Apple – and Tim Cook, in particular – has forgotten and forsaken the Mac for the rest of it to have any meaning. I do not believe that is true, certainly no more true than it was under Steve Jobs. Yet, with your clever little phrase you cleverly try to pin blame on Cook when the blame, itself, it just a manufactured construct.

      All that you have done is use 1000 words to say the same “Fire Tim Cook” that has been popping up in this forum for years. But thanks for the entertainment.

    2. I have made more money using the mac than I ever have before in my lifetime. I am only 32 years old, so i am sure that doesn’t count for much. I use macs to make 3D renders, edit on FCPX, logic pro x to record my band and other musical things.

  2. It shows that the new apple has put other companies in control of its digital destiny. Apple should have already 4 years ago, created Apple Studios to create original content for music, movies and documentaries. I love Apple. But this commercal reminds me of a memory stick inside the HDMI input of my TV. What is Apple adding? Apple can own the world now. Just move faster!!!!!!

    1. Cook simply doesn’t move fast. He’s got no vision to lead, either. I don’t see how advertising for other companies improves the selling proposition for Apple’s latest box. Like you wrote, it’s not like a person can’t buy all this media elsewhere, with a lot less hassle.

      1. Molasses, what is wrong with advertising what the product does? Its flexibility? People want easy access to all of these things and more, and the commercial effectively conveys the idea that AppleTV will make all of it easily accessible. As far as commercials go, it works for me.

        I don’t know what you meant by your final statement. It is certainly a lot less hassle with the AppleTV. While most other companies have been embedding stupid “smart” features in Blu-Ray players and TVs, Apple consolidates most of it (and even more in the future, I hope) in one little easily upgraded component.

        Give me a fast internet connection, a dumb TV with a great picture and lots of HDMI inputs, a dumb Blu-Ray player that boots quickly and has smooth and intuitive controls, and an AppleTV that provides access to the full range of electronic content on my computer, devices, and the internet.

        1. KingMel, does this ad tell you if the Apple TV can play back content you already own? Can it play back your home movies? Will it be compatible with the new 4K TV that you got for xmas? Can one use an iPod Touch as a remote?

          Sorry, but this as is just a list of 3rd party services that one can get on a Mac, or a PC, or any smart TV, or network-connected bluray. And for those of you who like the Apple TV interface, good for you. I think it sucks. Siri is about useless.

  3. I am not impressed. Apple is following, not leading, when it comes to media distribution. Cook and Cue just can’t seem to figure out how to add value to the end user. So instead they punt it over to 3rd party companies and hope that, like on the iPhone, Apple can just sit back, do nothing, and take a cut of 3rd party software sales from Apple’s closed ecosystem. Then they call it the “future”.

    Well, Apple’s vision of the TV of the future stinks. I am not interested in paying for another set top box in order to reproduce what any Mac can already do faster and better. ATV is just a more limiting interface that forces the user to manage apps, buy multiple subscriptions, log into accounts, talk at Siri The Bumbling Idiot, swipe around on an awkward remote, … and yes, pay the Apple premium for another box that offers NO UNIQUE NEW CONTENT THAT CAN’T BE FOUND ELSEWHERE CHEAPER and which is ALREADY TECHNICALLY OBSOLETE.

    A $50 network-enabled BluRay player will do everything an ATV can do. A Roku 4 or FireStick offers more content than an Apple TV at a lower price, with 4K video quality. A Sony Playstation costs just a bit more, but it’s a premier gaming system and BluRay player that is light years ahead of Apple in terms of gaming and content.

    … and then we have the Smart TV, most of which already have streaming services built in for no additional cost to the buyer, and which have interfaces that are actually better than the ATV.

    So this ad reeks of desperation. It doesn’t tell the user what makes the ATV unique and better BECAUSE THERE IS NOTHING UNIQUE AND BETTER ABOUT IT. Instead Apple gives free advertising to all the other media outlets and 3rd party developers that prospective media buyers can already get elsewhere.

    ATV is still a hobby, everyone. If you settle for what Apple gives you, that’s your choice, but the rest of the world is several steps ahead of MicroApple.

    1. First off, the apple tv performs light years better than networked blu-ray players and smart tvs. Those guys aren’t even in the same ballpark as other set top boxes, so why even mention that ridiculousness? And as far as more content than roku or amazon, that might have been true on day one of the apple release but since then the apple tv has gotten more than 3,000 apps in the app store. I am willing to bet roku still might have more, but apple tv is definetly coming up fast. As for the 4K comment, yes your right about that and Apple was stupid for not putting 4K in…especially at their price point. There are unique things to the Apple tv, maybe you just haven’t tried it: airplay still works good for music and movies, shared computers to view iTunes is pretty awesome, searching content across multiple apps(which will grow) helps out tremendously to save time and money, adding apple music with Siri has been great, the ability to turn off your TV and sync with most speaker systems to control volume on remote works really well, using up to 3 controllers to play multi-player games. These are the things that separate apple from the competition.
      The only thing they are several steps behind on anyone is the 4K and the price, everything else they are at par with.

  4. I could see this ad revised over time with further services added, the music and animation sped up until it’s maniacally crushed with available services. Get to the end and witness user joy at the choices. – – It could happen! 😉 User choice is the future. No more bundles filled with unwanted crap.

  5. First off, the apple tv performs light years better than networked blu-ray players and smart tvs. Those guys aren’t even in the same ballpark as other set top boxes, so why even mention that ridiculousness? And as far as more content than roku or amazon, that might have been true on day one of the apple release but since then the apple tv has gotten more than 3,000 apps in the app store. I am willing to bet roku still might have more, but apple tv is definetly coming up fast. As for the 4K comment, yes your right about that and Apple was stupid for not putting 4K in…especially at their price point. There are unique things to the Apple tv, maybe you just haven’t tried it: airplay still works good for music and movies, shared computers to view iTunes is pretty awesome, searching content across multiple apps(which will grow) helps out tremendously to save time and money, adding apple music with Siri has been great, the ability to turn off your TV and sync with most speaker systems to control volume on remote works really well, using up to 3 controllers to play multi-player games. These are the things that separate apple from the competition.
    The only thing they are several steps behind on anyone is the 4K and the price, everything else they are at par with.

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