Brightcove CEO On The Future Apple TV

  • December 17, 2012

Apple TV

 Jeremy Allaire has published an opinion piece on AllThingsD what the new Apple TV would look like and how it will work.

Interestingly, Allaire posited that Apple will be releasing a redesign set top box alongside the long rumored full fledge Apple TV.

“Myriad issues have held back the new Apple TV, from complex dealings and integration with established broadcast cable providers to hardware design and supply issues to the necessary evolution of iOS SDKs — but we won’t be kept waiting forever,” writes Allaire. “There’s every reason to expect the new product to launch in 2013. When it does, we’re likely to see massive disruption of the broadcast and gaming industries, the rise of an age of TV apps and an even stronger leadership role for Apple in software, media, communications and consumer devices.”


Apple TV

Here are the key points of  Allaire’s article of  what will the new Apple TV be:

The best way to consume broadcast TV and any online video. 

A seamless touch- and TV-based interface makes it simple to consume your existing cable and broadcast content, including video-on-demand (VOD) libraries and DVR features. Via iTunes, you also get instant access to mega-libraries and subscriptions from iTunes, Netflix, Hulu, not to mention YouTube. Naturally, you can also access any AirPlay-enabled videos on the Web, as well as TV apps updated with the new iOS 7 SDK.

The ultimate game console. 

The new Apple TV will be a direct assault on the game console industry, with a living room platform that should leave Nintendo, Microsoft and Sony running scared. With a single launch, Apple will extend the iOS gaming distribution ecosystem into the living room and invent new categories of gaming through the interaction of iOS devices with Apple TV.

The best way to experience all of your apps:

Crucially, the new Apple TV will extend nearly every existing iOS app into being a TV app that brings the power and richness of large display surfaces to consumer computing — a task that nearly every industry titan has attempted and failed. The combination of touch and TV will ignite a new era in dual-screen software application design and development in which it will become hard to believe that Internet software was once based solely on PCs, phones and tablets.

Fulfilling the Apple product design fetish:

Everyone wants to know what the new Apple TV will look like, what it will include inside and how it will connect all of Apple’s existing consumer and developer offerings. As usual, product packaging and design are fundamental components of Apple’s go-to-market strategy, complemented by their unique ability to leverage their existing app, content and device ecosystem.


According to Allaire, Apple will need a two-pronged strategy to make this a reality:

  1. A new companion device for TV that starts at $149, attaches to nearly any existing TV, and does not require customers to buy an expensive new monitor. This is crucial for quickly establishing and maintaining platform dominance quickly and even stand-alone could be a $5-10 billion opportunity.
  2. A new family of ultra-thin TV monitors that bundles all of the capabilities of the companion device and includes beefed up computing power. These large-screen monitors will be a direct assault on the global TV monitor industry, a market worth hundreds of billions annually, albeit with slightly slower replacement cycles of four years versus two years for smartphones and tablets. This gives Apple that additional $30 billion+ revenue stream it needs.

Combined, these new products will radically transform the computing, media and electronics industry, and more deeply cement Apple’s role as the de facto platform for content and apps.


Source: AllThingsD

Images Credit: AllThingsD



Posted by | Posted at December 17, 2012 17:01 | Tags: , , , , , ,

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