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Swanni Comments On New Apple TV

Washington, D.C. (September 1, 2010) -- Apple today introduced a new $99 Apple TV set-top that features 99 cent episodes of TV shows from Fox and ABC as well as first-run movies on the day they are released on DVD and Blu-ray.

Apple CEO Steve Jobs said today in a presentation that the new set-top will work with a direct Internet connection or a wireless home network system. The box will connect to the home television via an HDMI cable.

The new box will feature movie and TV show rentals from the company's iTunes store. (The iTunes movies and shows will be in HD; episodes 99 cents each; movies $4.99 each.)

Jobs said the box will also come with Netflix's video streaming service, which is already available on several devices including Microsoft's XBox 360 and Blu-ray players.

See more below.


The Apple chief also suggested that the original Apple TV was too complicated. He said Apple TV users stressed that they wanted the unit to feature TV shows and movies and not be complicated to use.

Here are some comments from Swanni, president of TVPredictions.com, on the new Apple TV:

"Kudos to Steve Jobs for finally realizing that Apple TV needs to be simple and about entertainment."

"But the new AppleTV offers nothing new; connected Blu-ray players have the same features and u get a Blu-ray player!"

"Consumers don't want to buy a new set-top unless it replaces a set-top (Blu replaces DVD unit); so the new Apple TV will fail."

"But I want to reiterate I was impressed that Jobs hinted today that the old Apple TV was too complicated."

"But Jobs' gushing over Netflix on Apple TV was silly; Netflix streams on just about everything now except your toaster."

"Jobs seemed out of touch in talking so much about Netflix on Apple TV, as if he didn't know Netflix is everywhere."

"Bottom line, Apple TV will still be Steve Jobs' hobby; most Americans will say no thanks."

See more of Swanni's comments on Twitter

Sony Blu-ray Disc Player: $133

Panasonic 'Ultra-Fast Loading' Blu-ray Player: $127

Click TVPredictions.com to see today's Swanni Sez.


Phillip Swann is president and publisher of TVPredictions.com. He has been quoted in dozens of publications and broadcast outlets, including CNN, Fox News, Inside Edition, The New York Times, The Washington Post, The Chicago Tribune, The Financial Times, The Associated Press and The Hollywood Reporter. He can be reached at swann@tvpredictions.com or at 703-505-3064.

Click TVPredictions.com to read more news and features on TV technology. 

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