The next Apple TV revealed: cloud storage and iPhone OS on tap... and a $99 price tag
By Joshua Topolsky 
posted May 28th 2010 10:19AM
posted May 28th 2010 10:19AM
Not only will this be priced to sell (like hotcakes), it seems that Apple is moving away from the model of local storage, and will be focusing the new ATV on cloud-based storage (not unlike Amazon's streaming scheme, though we're talking instant-on 1080p, a la Microsoft). For those still interested in keeping their content close, there will be an option to utilize a Time Capsule as an external storage component, but the main course will be all about streaming. The new ATV will do away with its current OS X-lite variation as a operating system, and will instead adopt the iPhone OS for the underlying experience. There's no word at this point on whether apps and the App Store will be coming along for the ride, but it makes sense given the shared platform. Of course, scaling iPhone apps to that 52-inch plasma in your living room isn't exactly a no-brainer. Perhaps not surprisingly, Apple won't deliver the ATV news at the upcoming WWDC -- that event will be focused on the capabilities of the new iPhone -- but development on the product is most definitely full steam ahead. Is your TV screen the next battleground in the platform wars? Survey says: hell yes.
@FrankDTank
Seriously? Wow. That whole post was just a clusterfuck of badly thought out assumptions and misinformation.
Ok... I want this. For 100 bucks, I'll buy it.
@techee44
I already have Netflix instant watch, I'm getting Google TV, and this seems like a dumbed down browser with a bunch of DRM content I have to "buy" that I never own. Pass.
@techee44 I would buy that!
@techee44
hmmm... content rules on TV... will have to wait and watch the content line up apple is able to bring in... that will decide the fate of this box...
@JohnnyRocketpants
yes, but this is cheaper than Google TV, is it not? That was my issue with Google TV, that it was too expensive for stuff I can do on my laptop, but for 100 dollars, and it being able to sync my iTunes library to my TV, well, sign me up!
@Becauseitsnotgoogle2
Dude, seriously, you got deleted once, so you come back and make a 2nd account. In case you couldn't tell the first time, we don't want you trolling here, got it?
Kthxbai
@techee44 Meh, I think Media Center is still better. Microsoft needs to make some $99 Media Center extenders though.
TV is crappy enough as it is. I dont need crApple TV.
@techee44 This is a "me too" product from Apple. Google, even with demo bugs, has presented a better, more cohesive vision.
Where is universal searching? And any for any real user, going from Mac OS X-lite to iPhone OS = going the wrong way! Giving up Flash support for a dedicated video product? For mobiles, there are arguments both way, but for a TV product? Hello, has anyone ever heard of a little company called "Hulu" ? What about NBC/Unviversal or Time Warner?
They will _have_ to sell these at this price point any order to make them attractive, and without local storage? Are you kidding?
It's odd to see Apple give up the innovation leadership crown, but it seems to be happening. This week may go down in history as the year Apple finally won the battle with Microsoft (stock valuation) but lost the war to another two young guys with a bigger idea, Google.
@techee44
If that thing can run XBMC or Boxee, I'll take one, thanks.
Else, who the f* cares?
@dalex7777
You bring up good points I didn't think about. Hulu hasn't signed on to Google TV yet (or if they did, I obviously missed it), and I'm still worried that Hulu's price plan will sneak up on us anyway... But I was saying that at this price, like you said, I would buy. I don't know if I would buy it for $150 or $200. Probably not. But I don't know. On Google TV, the full web browser is nice, but I don't see the price matching up with this $99. That's the most I'm willing to pay for it, because I have a laptop and can watch tv while on the internet anyway.
Just my 2 cents.
@Znuff Even if it can't, if it can run my own content from a Time Capsule that's pretty sweet. $99 bucks for a 1080p-capable HTPC the size of an iPhone? I'm not a hardcore Apple guy (never even owned an iPod/phone), but I'd buy that.
@JohnnyRocketpants Yeah, that's Google TV.
@techee44
more like $99 if you buy 2y subscription... however much that'll be.
@dalex7777 Me too product?? ATV has been around forever. The article even stated that it was "in the works long before Google TV". Plus...... it's only a hundred bucks.
@techee44 100 bucks sounds nice only if they don't make you pay other fees once you get it.
@techee44
Meh..., if I can't put XBMC and Boxee on it...
@dalex7777 it's a tad hard to say that Google is better because we actually haven't seen the official announcement. this tip might not be 100% of the game.
that being said, I wouldn't be shocked if in fact the revamp is done, will be announced at WWDC (which is about more than the iphone) and will go on sale right away. weeks before the GoogleTV.
@dalex7777 I completely disagree. First off, there is a Hulu app in development for the iPad right now, sans Flash. It wouldn't be crazy to think that same type of app could end up on this as well.
Also, I actually think going to a trimmed down OS is actually a step in the right direction. No one wants a full blown PC on their TV except geeks. Which brings me to the browser. People do not want to browse on their TV. This has been proven over and over again. The only way internet-enabled TV takes off is if it looks like a TV or DVD type interface, and nothing like a PC interface. People do not want to search for shows. They either don't know what they want to watch (and consequently can't search for it) or they do know, in which case they turn to the channel it is on. Google TV complicates things considerably.
@adamz Any device that doesn't include DVR functionality is an instant FAIL in the TV landscape IMO. Though that feature may be possible with a 3rd party app, I doubt Apple would allow such a useful app in their walled garden.
I too prefer my Windows Media Center, but I hope Microsoft learns from GoogleTV and the new AppleTV. They should make it easier for 3rd party apps to run natively within Media Center without direct approval from Microsoft. As it stands right now most 3rd party WMC apps, i.e. Boxee, minimizes WMC and then open a standalone program rather than running within WMC - this is not the greatest of user experiences.
I wish Microsoft would make standalone Media Center devices that are not computers, but with their Windows 7 Embedded program, it looks like they are doing what they have always done and what Google is doing with GoogleTV which is to allow 3rd party hardware vendors to create devices using their software. So hopefully we'll see some really cool Windows Media Center devices very soon.
@JohnnyRocketpants
Looks like someone's living over a year ago!
Apple doesn't exactly do the whole DRM thing anymore...
A few videos still have it...but...yeah...
DRM wouldn't exactly be a proper reason to avoid this
@adamz I think I'll get an Xbox with Natal instead and stream video from my Media Center while waving my hand around to navigate the UI.
@dalex7777 What you fail to get is that Apple owns the popular vote and the buying power of the regular consumer. Not Google and that's all that matters in this race which is something that is not going to change anytime soon. You fandroids can have your Google TV served up on terrible hardware while the rest of the world continues to buy Apple products.
@anansie
Apple might have more buying power but people who own Apple products that aren't fan-boys probably use Google for searches on the internet. We win and both companies win in the end. Also Google does not make hardware, they make the software.
@Znuff
And that is the only reason why even I'd get it. But now, apparently there's no reason for this because Boxxee has their own box and unless you are into the iTunes content universe already, it makes no sense to get this. $99 or not.
Having said that, I feel bad for people who have heavily invested in iTunes. They are getting locked up more and more into it - iPod, iPhone, iPad and now even the TV. Its going to be nerve racking seeing all that shiny hardware and not being able to get it just because you invested $$ into iTunes big time.
@dalex7777 Im still confused as to what googletv does. So it searches your cable guide? And you can pull up websites?
@techee44
I'd rather spend a little more and get something that does everything I want it to. It's still between Google TV and Boxee Box for me.
@techee44
I actually wish it were bigger.
I don't want an iPhone sized box on my AV rack...
I think I might actually put it in an "old" style ATV case..!
@techee44
The Apple Cloud seems scary so I would probably use my own hard drive. My only question is will it stream my content that I already have? Will it stream the following files?
- avi
- mp4
- mkv
- wmv
.mov is a given, although I must say I hate quicktime with a passion.
@Becauseitsnotgoogle2
What? Why are you bringing Natal into this? First of all don't own a 360, not after all the RRoD, and so therefore I don't care about the price of Natal, and secondly, did you read the article, it does WAY more than YouTube, hopefully for $99.
@cashmonee
See - and I couldn't disagree more with you.
I run a Media Server (WHS) and several HTPC's (WMC). I have 8TB's of movies, music, and TV shows that get beamed all over the house. I also use a web browser on my TV ALL OF THE TIME. I would say at least a couple times per week. Whether it's checking email, stocks, etc.
Where is local storage in case I don't want to stream from a server (99% of people don't run a media server)? Where is my Blu-Ray drive so I can play back Blu-Ray purchases or rentals? Where is my DVR?
Look, Apple will sell these because people will blindly buy yet another device that does something incredibly similar to their iPhone. But, that fact alone hardly makes this a worthy competitor to WMC.
And who cares about size? My HTPC's sit in a rack or behind a TV. If they shaved a few inches off nobody would even notice.
@techee44 The QUESTION now is: will the 4th gen iPhone be able to be used as Apple TV as well? Or are they going to separate both products to limit cannibalization?
@JohnnyRocketpants Let me guess, If they took a Apple TV and slapped a Google logo on it, you'd be saying OMG Im buying that.
@techee44
As long as everyone keeps taking sides in the Apple vs. Google war, both companies will continue to make record profits. Isn't competition fun?
@adamz They sell them for $199.99 and as an added bonus they have an extensive line of games, online media, video rental, and netflix instant watch support. Sure it's not $99.99, but the other functionality more than makes up for the extra $100. Plus you can add up to 16GB of flash storage really cheap.
@jaxim
All media center extenders that have been brought out in the past have been too expensive. Microsoft needs to create one simple box that will extend Media Center and sell it on the cheap. I would not spend >$100 for a media center extender for every TV in my house.
@techee44
The problem is that I doubt Apple's device will work with your DVR. It will most likely try to get its content from iTunes.
GoogleTV more open and will work with your DVR, they are establishing an open IP protocol for CE devices to talk to each other.
Supporting the DVR is critical because most HDTV content over your broadband connection is north of 5-6Mbps, sometimes more, whereas most online content, even 1080p, is compressed much more significantly.
@Shravan If only boxee would index music files decently, and allow searching of songs rather than albums or artists. It is my one pet peeve with boxee.
@techee44
Both companies are great.
With Apple you get highly polished, gorgeous devices that just work. Intuitive, attractive, expensive.
With Google you get a completely open experience, a better device each time Google updates their OS (without making you buy a new device...for the most part anyway), loads of free stuff, and some pretty cool tech.
Fast, adept, interactive.
It would be great if Apple and Google got married and had little iPoogles, but then we'd have a monopoly :/ Maybe we could pull that off in China?...
@quentin
I think DVR support is key for any TV device, if Google can get the Google TV platform in more TV's then just Sony then they should have the upper hand by just simply being built in from the factory.
@jaxim
I have a WDTV Live with no DVR capabilities that I'm 100% completely happy with.
@adamz I agree with you that WMC is better... currently at least. I'm a recent Apple convert but the i have to say that WMC is by far the nicest and cleanest DVR experience out there and nothing comes close to it.
This Apple TV sounds like it's definitely app based. So it *may* not be users actually storing their data on the cloud (thought it could be that as well) but as I see it, it would consist of loading up the device with apps from, say, netflix and abc and cbs (among others) to access *their* web-based content and streaming shows.
@digitalgopher just to add something, this doesn't sound like it's a DVR-type solution, though if it has DVR capabilities on the cloud + all the apps such as netflix, abc, etc. then I'm totally SOLD!
@rsramkee
I wonder if TV Studios are so willing to lie in bed with Apple.
@techee44
Give it a year and any good smart phone will have Apple TV or Google
TV with 1080p out
@techee44
There is no way Apple could make money off JUST $100 for that box. There would have to be some sort of subscription fee.
The hardware is just too expensive for it to cost that little.
@adamz Although the *content* isn't all that great on WMC (that I've noticed). Before I connected my PC to my home TV (50ft metal shielded HDMI cable found on Amazon for only $25!) I mostly used whatever media extender capability the Xbox 360 has as a means to play my music and some local video files through the big screen/speakers in my living room. Now that I have the PC connected, my plasma screen acts as a huge monitor. I just place my wireless keyboard and mouse on the coffee table and viola! Instant Internet TV!
@techee44 I don't hate him nor do I agree to his trolling and opnions
@techee44 When you think about it, it's not that great. Unless we see the like of Air Video on it, I'll be paying them for each movie I'm watching (streaming from them) and even if it does have something of the likes, I'm going to need to buy another device for the storage.