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Apple TV 5G: does it have a TV future?

At the beginning of the year, the Network again started talking about the Apple TV is a pretty controversial product, the company from Cupertino. In March, as expected, Apple will once again bring together media representatives to announce this year’s first new products, one of which can be Apple TV the fifth generation. From the company that gave the world the iPhone, expect a revolution in television for many years, but a clear idea of what the future Apple TV is not offered, analysts Profile.


In February, the media again began to actively discuss the future of Apple TV. That Apple is about to make a “revolution” TV started talking 8 years ago. Rumors about the new Apple television, which should change the TV market as the iPhone turned the mobile phone market, eventually came to naught, but the Apple TV continues to exist, and must soon receive its fifth generation.

The first generation Apple TV was presented in 2006. For more than 10 years, the media player became independent from the computer, got my operating system, integrated a video and got the gaming experience. However, Apple TV is still not a breakthrough. The company does not disclose sales data for the media player, but, according to analysts, Apple TV has become a “big iPhone” with a lot of apps, and companies need to come up with your product purpose or even abandon expensive “hobby”, which became her TV.

The disappointment associated with high expectations: predictions about what Apple will produce a “revolution in our living rooms,” has not come true. After changed the industry of the iPods, iPhones and iPads from the company waiting for a new breakthrough product — TVs, cars, etc in the field of television waiting for early breakthrough of all, as the rapid development of Internet technologies made it possible to change methods of delivery and consumption of TV content.

To date “revolution” was limited to the production of several with the same functionality gadgets. First of all, this Apple TV, Fire TV from Amazon and Roku from the same American company. All three allow you to access video services like Hulu and Netflix, as well as less well-known OTT services. Roku and Fire TV can play high resolution video 4K and it is expected that Apple TV 5G will be able to do the same. But this victory will not be enough, and the company runs the risk of “losing the room”, as formulated by the sources.

The recent decision by Apple to begin to create their own content does not cause much enthusiasm among some experts and shareholders of the company. Apple doesn’t know what to do with your TV, they believe.


The main complaint from users and journalists to Apple TV and its competitors is that they still have not replaced traditional TV and the practice of watching television, although the opportunities are already there. Intrigue and expectations adds to the fact that we live in a time when it is determined what will be the proverbial “smart home” of the future — and yet the chances of the market players to lead are approximately equal. The future of TV depends not on the television, and from engineers and developers of the IT companies. About the upcoming battle for the “smart home” and home TV speak for a long time, but so far none of the companies have not provided solutions in the spirit of Steve jobs, changed the rules of the game in the market worldwide. It seems as if the industry giants to be cautious and wait until someone from competitors will make the first move.

Andrey Boyarinov, CEO MediaHills, which deals with the measurements of the Russian TV audience, believes that the only winner in the near future will not appear.

“Indeed, the battle for the consumer’s attention in full swing, he said. — Market participants are trying to pull the blanket. Operators try to bind customers to themselves by creating a unique service for its customers, OTT services lured him into her virtual reality (claiming that an operator is just a “pipe” to them), and manufacturers of TVs and STBs are convinced that they will provide the client with all the necessary services. I don’t think in this battle to win one forces are comparable. Apparently, the market will co-exist alternative solutions, and the consumer will choose what he likes”.

Apparently, in the next year or two the development of the television will still not revolutionary, but evolutionary. President, Kaltura Media and Telecom Shay David in a blog on Huffington Post writes that a cable TV with a “linear” stream (the shows are one after the other according to the broadcasting schedule) in 2017 will not disappear, consumers will become completely independent from the traditional suppliers of TV programs, and technologies virtual and alternative realities in the field of television will have to wait for. Instead, further consolidation of the market (operators will tend to buy content producers), OTT services will continue to advance on the “old” TV will continue to grow, the role of software because the video content will increasingly move to the cloud.

Andrey Boyarinov considers TV on smartphones and tablets, as well as the development of interactivity of conventional TV, the main trends for the coming years, including in Russia.

“Now very actively developing TV viewing on alternative devices. It is, first and foremost, smartphones and tablets. Traditional operators and OTT services are actively developing these solutions, and you can expect a real revolution. Of course, regular TV will not disappear (it is very comfortable for extended viewing), just become more interactive and comfortable”, — said the expert.

Beautiful far

Increasingly there are thoughts about what the future of television will be associated not with those who delivers the content or what device we consumed, and with the paradigm shift of telephoneline. About the Apple ecosystem, spoke immediately after the advent of the iPhone and iPad: clear sync Mac with your smartphone, tablet and player, operating system interface, the work of johnny Ive, Apple’s design chief gives the user a unified experience, makes a choice in favor of the company’s products from Cupertino. The capabilities of an iPhone and Mac in fact buried Nokia and Microsoft was forced to rapidly improve the interfaces of their products.

It is the features and interface will determine the future leaders in the TV industry, as already there is a generation for which technology and media minor, and plays a major role a holistic experience. It needs to be completely personalized the and mobile. This requires a new conceptual model of television, analysts say.

“The main characteristic of television in the future will be it personalization, — says Andrey Boyarinov. — People do not have to change hundreds of channels in search of interesting programs or movies. The system will offer you to look interesting given the preferences of a particular viewer, popular gadgets, time of day and mood. The selection is small, but really interesting.”

Add support 4K video to Apple TV the fifth generation is not exactly going to change the rules of the game. But users are already accustomed to for 10 years of existence of the media player, do not become a product of the iPhone, observers believe.

On one of the popular thematic websites 9to5mac conducted a survey on whether the addition of 4K theoretically induce to buy a five Apple TV. At the time of writing 2/3 of the answers — no, not forced, we need a new function.

Apple senior Vice President eddy cue in a conversation with The Verge said that Apple TV will move in the direction of interactivity. But in the coming years Apple will spend $246 billion, it remains anyone’s guess.

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