Apple TV is a great product, but it’s not nearly competent enough to stack up against the other streaming stalwarts in the market. In a bid to enhance their claim, Apple is planning to bring 4K streaming to the Apple TV.
The news comes just weeks after Apple famously poached Timothy Twerdahl from Amazon. He was the chief of Amazon Fire TV, and now Apple has roped him in to head the marketing department of Apple TV at Cupertino.
These two — gaining Timothy and a possible 4K upgrade — are the only specs of good news on an otherwise bleak horison for Apple TV. Over the past year or so, Apple has lost multiple battles on the Apple TV front. These are:
- A specialised coaxial port for Live streaming
- Custom recommendation screens for each viewers (based on his/her view history)
- A gaming controller
- Better voice control/integration with Siri
None of them materialsed due to various reasons.
That’s why 4K streaming seems to be the best news so far.
We’re forced to wonder, however, will it be enough?
MacWorld doesn’t think so, and we agree:
While the set-top box probably does fine by Apple’s standards, it’s hardly the kind of category-defining product that we’ve seen even the Apple Watch or iPad be, much less aspiring to the heights of the iPhone. Historically, Apple’s TV attempts have always been a bit on the lackluster side, and these latest rumors don’t do much to change that perception.
There’s another losing battle Apple is desperately waging.
Apple Original TV Shows
Two new shows — Carpool Karaoke and The Planet of the Apps — were supposed to launch Apple into the world of premium and exclusive TV content. However, they failed to even leave a lasting impression, let alone threaten their competitors such as House of Cards, Orange is the New Black, and The Man in the High Castle.
All in all, the future of Apple TV doesn’t look all that great, and that’s after including the 4K streaming!
Via Bloomberg.