It’s been three years since the last Apple TV update. And Apple, we spent another major event, not say a word about the fate of their set top boxes.
Device for playing streaming video from Apple lasted for three years without updating, while Internet TV grew up and became more accessible. In this period of time in Apple’s history there were many bright events and activities, but none of them was not given time for a serious debate on the future of Apple TV. However, the agenda of the conference for developers WWDC last month was different from the usual course of events.
Recently in the press there were many reports that this year, the consumer electronics Titan from Cupertino, California, is releasing the new Apple TV, which will appear on the market concurrently with the platform of Internet TV, specifies Mediasat. In March, Apple has reduced the price of a commercially available consoles for streaming media from 99 to 69 dollars, which was interpreted by many as a clear signal that the company releases their warehouses in anticipation of an early market entry of a new version.
However, as we approach the world conference for developers, it became clear that prospects to hear something about a new device for video streaming are becoming more vague. According to media reports, Apple has not been able to conclude agreements with producers of TV programs and time to generate a reasonable packages of TV channels for the new platform.
The lack of any movement associated with the possible preparation of a presentation, highlights the serious problems faced by even such powerful players as Apple, with the introduction of video services, which shall change the status quo. Suppliers of television content, for example, can wait for more favorable conditions. Contracts related to copyright, with hundreds of the country’s local TV station – not an easy task as the conclusion of an agreement with several parent companies.
The decline in the price of the Apple TV, meanwhile, can display not only the presence of Apple’s production plans; it can be merely acknowledging the existence of cheaper products from competitors. Dongle Chromecast from Google that allows you to watch online videos that you can buy for $ 35. And most importantly: even in the absence of any major marketing moves, technical updates or launch of new modern services, sales of Apple TV are more or less well.
This means that for Apple there is no real reason to produce the crude product. Due to its popular name, Apple may exercise the right to bide your time and make it good. The company never had setbacks due to the fact that she did something later than the expected date when it did competitors – remember the success of the iPod, which appeared on the market, which was already present other models of digital players, or iPhone, which was not the first smartphone. However, the company’s reputation could hurt the market launch of a product that would not meet the duties, the expectations, instead of to wait and do everything properly.
Content is everything
For many years the ability to view traditional television programs via the Internet remained an unattainable dream, because the rights holders are not in a hurry to sell the rights to broadcast their channels, fearing that the so-called OTT content delivery can reduce the number of those who watch these channels through the traditional distribution of content – such as platform cable or satellite operators. However, once the number of subscribers to traditional pay-TV platforms still start to decline, the network began to revise their principles and given the opportunity to receive new online players such as platform Sling TV from Dish Network and PlayStation Vue Sony.
Platform Sling TV is a service that for a monthly fee of $ 20 per month allows you to watch streaming more than 20 linear TV channels with the ability to connect additional bags for a fee. Platform PlayStation Vue offers a similar service to the residents of Chicago, new York and Philadelphia, which have the PlayStation; the platform includes a greater number of channels – up to 60 – but the subscription fee to its users is 50 dollars a month.
If Dish Network and Sony were able to launch their own OTT platform, why can’t Apple?
