Latest in All things d

Image credit:

Steve Jobs on TV: 'no one wants to buy a box'

Ross Miller
June 1, 2010
Share
Tweet
Share

Sponsored Links

Well isn't that a breath of fresh air. With no apologies given to its long-standing hobby, Apple CEO Steve Jobs provided a pretty honest and thorough assessment of what's wrong with the TV set-top box market. "No one wants to buy a box -- ask TiVo, ask Roku, ask us... ask Google in a few months" (in the spirit of competition, of course). In Jobs' opinion, "the only way that's going to change is if you tear up the [box], give it a new UI, and get it in front of consumers in a way they're going to want it." Frankly, we're pretty happy how quickly and succinctly he was able to respond in a Q &A session, seems like he's been mulling it over -- and given what we heard about Apple TV's future plans, we're not surprised. All the pertinent quotes, care of our liveblog, after the break.



"Hi, I'm from Hillcrest Labs... do you think it's time to throw out the interface for TV? When will Apple do something there?"

The problem with innovation in the TV industry is the go to market strategy. The TV industry has a subsidized model that gives everyone a set top box for free. So no one wants to buy a box. Ask TiVo, ask Roku, ask us... ask Google in a few months.

So all you can do is ADD a box to the TV. You just end up with a table full of remotes, a cluster of boxes... and that's what we have today. The only way that's going to change is if you tear up the set top box, give it a new UI, and get it in front of consumers in a way they're going to want it. The TV is going to lose in our eyes until there is a better go to market strategy... otherwise you're just making another TiVo. [you can't just partner with providers because] providers are local... it's a Tower of Babel problem...




All products recommended by Engadget are selected by our editorial team, independent of our parent company. Some of our stories include affiliate links. If you buy something through one of these links, we may earn an affiliate commission.
Share
Tweet
Share

Popular on Engadget

Windows XP source code leak sheds light on Microsoft's OS history

Windows XP source code leak sheds light on Microsoft's OS history

View
SpaceX scales back plans for Starship's first high-altitude flight

SpaceX scales back plans for Starship's first high-altitude flight

View
Dark mode is coming to WhatsApp for Android

Dark mode is coming to WhatsApp for Android

View
The best wireless workout headphones

The best wireless workout headphones

View
SpaceX's reused rockets will carry national security payloads for the first time

SpaceX's reused rockets will carry national security payloads for the first time

View

From around the web

Page 1Page 1ear iconeye iconFill 23text filevr