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Summary:

The Apple TV is admittedly a better bargain at $99, but it still isn’t really whetting my appetite, but a couple of rumored additions could help that change. According to some, Live TV and PVR capabilities are next in line for Apple’s favorite living room hobby.

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The Apple TV is admittedly a better bargain at $99, but it still isn’t really whetting my appetite. There are a couple of rumored new additions that could help that change, however. According to some, Live TV and PVR capabilities are next in line for Apple’s favorite living room hobby.

A new licensing partnership between Apple and Rovi Corp, a company that makes interactive television guides, is the reason for speculation about live TV coming to the set-top device. Piper Jaffray’s resident Apple prognosticator, Gene Munster, predicts the arrival of more TV-like features to the Apple TV thanks to the new partnership.

Munster thinks this is another step towards an all-in-one Apple TV, according to Business Insider:

We believe this announcement is further evidence that Apple is developing live TV and DVR features for its Apple TV product, and will likely launch an all-in-one Apple Television in the next 2-4 years.

While I agree with Munster that there’s a good chance Apple will try to introduce live TV and PVR functions, owing primarily to the looming competition they face in the living room from Google’s TV efforts, I’m not entirely convinced that an all-in-one device is on the way.

It’s true that eventually people will be looking exclusively for connected TVs as their devices of choice. Having basic web capabilities and on-device storage are already popular options among manufacturers. But is it what consumers want?

I’d argue that a cheap, portable device compatible with any potential viewing screen is a much better option from a consumer standpoint. With the current Apple TV, I can conceivably take it with me wherever I go, plug it in and get watching. An all-in-one device loses that, and costs a significant amount more.

What do you see in Apple TV’s future? Would you buy an all-in-one if Apple did make it?

Related GigaOM Pro Research: Where Is Cisco’s Living Room Strategy?

  1. How many times have people said that Apple was going to add a PVR only to be wrong? Seeing one in the wild is rarer then seeing Bigfoot. If Apple wanted access to broadcast and cable content that bad, I would have thought that they would have gone this route already. Rovi has online video that they stream too and given that the current generation of AppleTV couldn’t support cable or OTA, I think it’s more likely that consumers get to see clips of shows than to be able to actually record and timeshift their TV.

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  2. I am sure you are right and Munster is wrong. Why oh why would Apple want to build
    a TV? Anybody would be able to undercut them pricewise.
    I’m thinking Apple is gonna use this arrangement, to put
    some advertisement and make it possible for us to see some first run material (or perhaps maybe next day.)
    That’s pretty much what Hulu Plus is wanting to do now.

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  3. You US people don;t get it.

    Terrestrial is popular, even with VOD everywhere.

    Look at Radio. Why do people listen to so much radio.

    The “Solution” NEEDS to cater for the new RADIO type service people will still want. VOD is great but some times we just want to watch.. whatever. Or REAL TIME SPORT and NEWS. Terrestrial will always be the best way to get that data round infrastructure wise.
    Just because you (The US) have monopolistic companies producing poor terrestrial TV forcing you to get and pay for cable. Understand, the rest of he world survives well on Terrestrial, its free, it works.

    It will be a major part of the viewers choice, and pretending it does not matter anymore is ignorant.

    If they have any brains at all, a Terrestrial with PVR solution has to be part of it.

    James

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    1. Hey Einstein/James…..sezmi.com.

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