How Apple should fix Apple TV: This all seems so obvious, and yet…

“Let me preface this by saying that I like the Apple TV. It’s a solid device. And actually, it’s annoying to be in a room without one for the times you really, really want to use AirPlay. Which is brilliantly conceived and executed. And, as you might expect, Apple TV has by far the best interface of the streaming boxes,” M.G. Siegler writes for 500ish Words. “That’s where the niceties stop. Because as nice as Apple TV is, Apple is totally blowing it with the device. And it’s beyond frustrating to me as a consumer.”

“We’re now so far removed from Steve Jobs’ famous (infamous?) ‘I’ve finally cracked it…’ line relayed in his biography that it’s not even worth joking about anymore. It’s just depressing. Obviously Apple hasn’t cracked television,” Siegler writes. “Call me crazy, but it seems so goddamn obvious what Apple should do here.”

“Many years ago, I wrote about Apple’s potential foray into gaming in the living room with a forthcoming Apple TV. That never happened. I mean, it did — there are games on the Apple TV. But it’s still not a market Apple chooses to focus on, as they note themselves. Anyone can clearly see this by simply looking down at the remote they ship with the Apple TV,” Siegler writes. “As a remote control, it sucks. As a gaming pad, it’s infuriating. Rather than fix both things in the most recent iteration of the Apple TV, the company put a ring around the Menu button. Seriously, that’s what they did. Apple: no one gives a shit how svelte your remote control is. In fact, it’s one of the few instances in life where it would actually be better to create a bigger, bulkier piece of hardware.”

“Three devices,” Siegler writes. “A connected television device. A living room gaming device. An always-on home assistant. Are you getting it? These are not three separate devices.⁵ This is one device. And we are calling it Apple TV.”

Read more in the full article here.

Eddy Cue
Eddy Cue
MacDailyNews Take: Apple TV won’t be everything it already should be until it’s put under competent management.

Steve Jobs’ former gopher isn’t cutting it.

The Apple TV 4K is exactly that: The Apple TV with the 4K/HDR video it should have had two years ago and, beside some new screensavers and the app syncing it always should have had, that’s about it – oh, yeah, with a white ring added around a button on the shiteous Siri Remote*. Starting at $179.

Eddy Cue. Can’t get the deals done. Can’t recognize blatantly bad TV from the pilot, much less at the pitch stage. Puts TV content into “Apple Music.” Needs Tim Cook to hire people who can actually do his job (first Jimmy Iovine, now Erlicht and Van Amburg). Inexplicably continues to get paid tens of millions per year. Boy, the photos Cue possesses must be doozies!

Apple’s so-called TV ‘strategy’ continues to be an embarrassing joke because it’s run by an embarrassing joke.MacDailyNews, June 30, 2017

Yup, you guessed it: We’re not fans of Eddy Cue’s so-called “work.”

*With the Siri Remote, users can’t tell which end is up in a darkened room due to uniform rectangular shape. The remote is still too small, so it gets lost easily. All buttons are the same size and similarly smooth (the raised white ring around the menu button helps, but so barely it’s astounding that Apple even bothered; it’s a bandaid on a turd). The tactile difference between the bottom of the remote vs. the upper Glass Touch surface is too subtle as well; this also leads to not being able to tell which end is up. A larger remote, designed for hands larger than a 2-year-old’s with a simple wedge shape (slightly thicker in depth at the bottom vs. the top), as opposed to a uniform slab, would have instantly communicated the proper orientation to the user.

If Jony Ive “designed” the Siri Remote, he should forfeit his knighthood**.

**But we all know Jony has been obsessed with Apple Park for many years now and likely never even saw the piece of shit remote before they threw it in the box.

Hulu and NBCUniversal ink expansive agreement to bring top channels to Hulu’s upcoming live TV streaming service – May 1, 2017
YouTube to unveil virtual cable bundle for $30 to $40 a month – February 28, 2017
Stalled talks with Ron Howard highlight Apple’s content confusion – February 16, 2017
Apple vowed to revolutionize television; currently prepping an unremarkable 4K Apple TV instead – February 16, 2017
Apple TV: Still not ready for prime time – February 15, 2017
Apple hires Amazon’s Fire TV head to run Apple TV business – February 8, 2017
Apple’s new TV app shows just how painfully behind Apple is – December 14, 2016
Are you ready for 4K TV? Apple TV isn’t. – November 28, 2016
Apple has no idea what they’re doing in the TV space, and it’s embarrassing – November 3, 2016
Hulu inks deals with Fox and Disney, adding ESPN, Fox News and more to forthcoming live service – November 1, 2016
Apple’s Eddy Cue: Nope, we don’t want to be Netflix – October 20, 2016
Google signs up CBS for planned web TV service to debut in early 2017; close to deal with 21st Century Fox – October 20, 2016
Apple’s Eddy Cue: Nope, we don’t want to be Netflix – October 20, 2016
Apple’s Eddy Cue alienated cable providers and networks with an assertive negotiating style – report – July 28, 2016
Here comes á la carte programming – without Apple – July 13, 2016
Apple TV 4 is a beta product and, if you bought one, you’re an unpaid beta tester – November 5, 2015


  1. Jonny I’ve should forfeit his knighthood for everything he’s done other than hardware. He’s a hardware genius, but a software dunce. He has screwed up the Mac, the iPhone and the iPad with his “flat” software designs. which are an insult to ALL Apple users: they really look worse than crappy. He’s put the cage around the Mac dock. OS X used to have a cage, but the Tiger version of OS X broke it out, into a thing of absolute beauty. I’m sure most readers like the 3D icons better than those primitive flat ones.

    His elegant hardware designs make us LOVE everything Apple. But the software is supposed to mimic our real lives, and making the icons flat insults us no end. C’mon, Jonny. You’re more worried about winning designer awards than satisfying Apple customers.

    Let’s keep Jonny Ive in the hardware department and get him out of the software world, where he’s worthless.

    1. “Let’s keep Jonny Ive in the hardware department and get him out of the software world, where he’s worthless.”

      I could not agree more! Extremely well reasoned post.

      Hardware industrial design disciplines and navigation graphic design disciplines are as different as night and day.

      I don’t know what happened inside Apple, but what I do know is Scott and Steve established the lush look of iOS on day ONE.

      After Scott departed, Jony was appointed to lead all Apple design and the flat lifeless look debuted under Jony’s hand.

      It is esoteric, it is lifeless, it is abstract, it confuses little girls and grandmas alike as to what it means?

      It needs to go away …

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