There are plenty of rumours flying around about an Apple television. My hope is that Apple won’t enter the TV space directly—I think doing so is unnecessary and risky, and I can’t see much value that Apple could bring. Instead, I’d like to see the existing Apple TV move from being a hobby to a unit every iOS device owner must own, simply because it’s so fab.

Right now, it’s not there, but it has potential. On its own, it’s a reasonable piece of kit for movie rentals. If your Apple TV’s wired into an amp, it’s a great means of getting music from your iOS devices to your home music system. Using AirPlay, it’s also possible to stream a bunch of content, including files incompatible with iTunes, should you invest in AirVideo or streamtome. (And by ‘invest’, I mean ‘spend a couple of bucks’—it’s not like apps are expensive.) Should Apple power-up the Apple TV and reduce lag, it’s also going to become a great gaming device.

The main sticking point for me with the Apple TV remains television programming. In the UK, TV series are far too expensive (anything up to double what you’d pay for a DVD box-set) and many popular series are absent. The US gets things better, merely being lumbered with overpriced content. One of the very few Apple rumours I’m happy to believe is that TV companies are reluctant to cave to Apple’s demands, in making their shows cheaper or more readily available, because, well, um… THE MUSIC INDUSTRY!

Apple totally destroyed the music industry, didn’t it? Steve Jobs totally wrecked things for those guys, and made Apple far too powerful in that space. Particularly terrible things Apple has done include:

  • encouraging more people to buy digital music, rather than just downloading it from the naughtyweb;
  • convincing labels to drop DRM, leading to people being able to do what they want with digital music purchases, thereby leading to more sales;
  • effectively monetising pirated music, through iTunes Match.

You can see why TV companies won’t cede any measure of ‘control’ to Apple. They might encourage more people to buy digital content, rather than downloading for free! Maybe Apple could somehow figure out how to monetise downloaded content with the video equivalent of iTunes Match, thereby making studios more money! And, um… …  …

No, it turns out I don’t get it either. Maybe those guys just really like shiny discs?

(Note: I know the real sticking point that gets TV companies’ knickers in a twist is Apple’s cut, but NEWSFLASH: a large chunk of something is a bigger figure than all of nothing.)