At its recent launch event, Apple debuted the new Apple TV, the first new iteration of the Apple TV product line in three years.
Among the new features were a new remote control with capacitive touchpad and microphone, a new tvOS operating system with SDK and supporting third-party applications, Siri-based voice navigation and search, and enhanced gaming capabilities using the gyro- and accelerometer-equipped remote as a gaming controller.
The new device is powered by a 64-bit A8 processor, and is equipped with Bluetooth 4.0, 802.11ac MIMO wireless connectivity, and an infrared receiver.
The new Apple TV is an evolutionary, not revolutionary update. While this is a significant step up for Apple TV from its last model iteration, many of the features are already state-of-the market – TiVo and others have universal search; Roku, Fire TV, LG, Android TV, and others have voice search; Gaming is on other platforms as well.
The most interesting possibilities are opened up by the app platform, and the MLB [Major League Baseball] demo shows what the creativity of third parties can accomplish.
Over the long run, this as an area where Android TV, game consoles, and other platforms similarly enabled will be the main rivals for a next-generation TV experience.
The app platform aside, this is a credible update to Apple TV but fails to change the game in the streaming video device market. It brings them in line with the highly competitive status quo of this market.
The app platform and enhanced gaming capabilities are tangible updates, but at this time they are debatable as features that significantly change the dialogue on what a streaming box is supposed to do.
A 50% to greater-than 100% premium for an Apple TV device, in a market that has traditionally been in the $50-99 price range, places specific focus on what added value the consumer is paying for.