The Apple idiot box is one of the most competent set - top boxes you’re able to find , and has sneakily become one ofApple ’s most crucial offerings . But as good as it is now , the Apple TV has also always been about potential ; the company’slong been in negotiationswith content owners to provide channels as apps , an a la carte streaming future that would liberate us from cable party forever .
https://gizmodo.com/why-apple-tv-just-became-apples-most-important-product-5931185
That was the design , anyway . But aWall Street Journal reportindicates that Apple ’s splendid cyclosis future tense may be idle , with a boring onetime business - as - usual line . It ’s a classic “ ca n’t beat ’em , link up ’em ” story , and it ’s terrifically disappointing to hear .
According tothe WSJ , Apple ’s negotiation have shifted from licensing cognitive content on its own to compete with US line operators to sell a cable box through which cable contributor could consume their regular depicted object . Basically replacing your ScientificAmerican localize - top box with a twist you purchase directly from the Apple Store instead of renting from TimeWarner .
“ Apple spokesman Tom Neumayr declined to comment on what he characterized as rumour and conjecture , ” the WSJ reports .
On the one hand this seems almost radical ; asking consumers to cough up a few hundred dollars for a cable loge ( when they ’re used to just renting , and when the current Apple telly waft be just a hundred ) would require a major ideologic shift for most masses . But however different that stage business model is from what you ’re used to , it pale in compare to how dramatically Apple ’s original streaming plans would have changed how tv set work .
If it ’s just more of the same , then , why would Apple bother getting need in the first position ? To get a firmer foothold in your living room that a streaming puck can , for one . To begin a traditional human relationship with cable companies that can hopefully evolve into something more radical . And to give you a comely - search onscreen video guide for a change , I guess ?
For now , that seems to be Apple TV ’s future : more of the same , just pretty . [ WSJ ]
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