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Summary:

Those disappointed that the music event last week failed to update Apple’s all but forgotten set-top box, may find hope in the company’s move to lower the price of the 160GB Apple TV by $100, to $229. That new price for the 160GB model was the […]

apptv229

Those disappointed that the music event last week failed to update Apple’s all but forgotten set-top box, may find hope in the company’s move to lower the price of the 160GB Apple TV by $100, to $229.

That new price for the 160GB model was the old price for the 40GB model, which is no more, and that is cause for speculation in itself.

At the beginning of the month, AppleInsider reported Piper Jaffray analyst Gene Munster noting long wait times for the 40GB model, resulting in predictions of a minor upgrade at the then rumored Apple event. That would be followed by a major upgrade of the Apple TV later this year, one that might include DVR capabilities. That first prediction proved to be incorrect, and, unfortunately, DVR capabilities will not be coming to the Apple TV, either.

Again via AppleInsider, Caris & Company analyst Robert Cihra put an end to the DVR speculation about a week later at a meeting with Apple CFO Peter Oppenheimer. At that meeting, Oppenheimer said plainly that the DVR concept “just doesn’t fit Apple’s business.” Sadly, that business to date has been forcing the Apple TV into the role of an iTunes Store kiosk in the living room.

So, whither Apple TV? The price cut/storage bump provides a glimmer of hope, assuming the change is not a final, indifferent attempt to stimulate lagging sales, but let’s pretend it’s not. Clearly, the future of content consumption in the living room will be streaming. If the Apple TV is to survive, Apple needs to acknowledge this in a big way, creating “channels” in the software for the major players: Netflix, Hulu, even Amazon Video on Demand. Sure, that will impact iTunes rentals and video sales, but not as much as a failed product that ends up being canceled.

  1. Apple Kills 40GB Apple TV, Lowers Price of 160GB Model Monday, September 14, 2009

    [...] rid of the low-end model isn’t too much of a surprise. As our sister site The Apple Blog writes: At the beginning of the month, AppleInsider reported Piper Jaffray analyst Gene Munster noting [...]

  2. I am expecting Apple to make the tablet the center of its attempt to move more aggressively in video media. Control, remote playing, video gaming, etc. No moves in Apple TV until the Tablet is ready is my guess (purely a guess, no knowledge)

  3. Having a media center in the living room is nothing new – and the AppleTV provides that function just fine in my own living room.

    In fact, using my desktop machine to manage my subscriptions and IPTV sources means I’ve never needed more than the 40GB version. It’s there to host the evening’s entertainment – that isn’t coming via my existing DVR.

    Which is another reason why, like most, I don’t need my AppleTV to be a DVR.

  4. I love my MacBook Pro, but I just sold my Apple TV on Craig’s List.

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