Apple might be quietly preparing an assault on the cable box via its Apple TV

“On the surface, Apple TV seems increasingly focused on cable subscribers instead of cord cutters,” Jared Newman writes for TechHive.

“Since its launch last fall, the fourth-generation Apple TV has added several features that provide more convenient access to “TV Everywhere” apps (such as WatchESPN, FX Now, and HBO Go) that require a cable or satellite login to access,” Newman writes. “While these are useful improvements, it’s hard to believe cable subservience is Apple’s true goal. For a device that’s supposedly the “future of television,” its best features are becoming awfully dependent on a cable subscription, which in turn requires a cable box. Can Apple really reinvent TV when its hardware is relegated to a secondary input or a spare television?”

“With tvOS, I believe Apple is laying the groundwork for something bigger,” Newman writes. “Either Apple is preparing for a future where more cable companies offer streaming-only TV service — sans cable box — or it’s hoping to offer its own standalone streaming service that provides access to a bundle of TV Everywhere apps.”

Read more in the full article here.

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  1. As much as I would like for Apple to provide its own a la carte subscription service, the bigger deal would be for AppleTV to become the front end of the cable system, ridding us of crappy cable boxes and their even crappier software and UI.

    Many here do want to cut the cable cord. But the reality is that many more are perfectly happy with their cable subscriptions (hard to believe but it’s true). They would be willing to buy an AppleTV that could make navigation and customization of their cable channels effortless, as well as provide the standard iTunes rentals/purchases, along with paid access to Nexflix, Hulu, etc. This might be easier for the cable companies to swallow as it would only impact their cable box rental fees as opposed to their core subscription service.

    Eventually, once AppleTV becomes firmly entrenched as the front end, Apple may have more leverage to do deal directly with content providers for streaming services.

    1. I no longer wish for an Apple offering. And Apple offering will just come and 30% increase in price and on the longer be a viable option. Apple is becoming a nickel and dime company

  2. Apple takes forever to get things to market. Amazon, Google and Facebook are moving at warp speed with new products and innovation and Apple crawls. Now they are just playing catch up to all the features introduced by Google and Amazon and FB. It’s been a while since they really led the tech industry and under Tim Cook they have allowed their Macs to stagnate and until the latest iOS update their software as well.

    1. Nobody ever mentions corporate espionage on the part of all Apples competitors, or that they know what apple is working and just slam it out the door faster. Just a thought.

  3. Last night I had a dream where I was playing an augmented reality game in my living space, and it was very, very cool. It should be noted that I’m not a “gamer”, and I’m not bullish on the Oculus Rift style VR devices.

    Recent surveys report that traditional television viewing has decreased substantially over the last five years in the under forty crowd. Alternatively, this group of people are spending their leisure time playing games, watching Netflix and using social networks.

    I think when AR and possibly VR are accessible to the masses, traditional content produced for a flat screen will see further decreased engagement, especially with the under forty folks. In the future, there will be some in-the-box content available, but my sense we could be nearing a live vaudeville vs. moving picture moment. This means traditional content could change into news updates with floating, talking heads, or actors using the surroundings of a viewer’s dwelling as props. There could also be increased interaction with the users, like how some current games are half movie and half game play, etc.

    The future of TV is apps as Apple has suggested, but AR and/or VR, not on Apple TV, which feeds content into a flat screen. I would much rather do a workout routine/aeoribcs pretending like I’m participating in a class with hologram people around me, rather than watch moving pictures in a box. They say car manufacturers can’t make the switch to electric because they have too much energy and pride embedded into the engine culture. Will Apple have the guts to drop the glass box and make the AR leap?

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