New Apple TV Unveiled Alongside New iPad 3 | Not Much Has Changed, Except The Marketing

1 min read

New-Apple-TVIt looks exactly the same, it does pretty much the same things as it did before, and even under the hood little has changed. But we should still be getting excited about the new Apple TV.

Apple TV

Apple TV is a set-top box which enables anyone to stream video content to their television set. The product has been with us for some time, but in 2010 Apple rebooted it into the small, elegant black box pictured above.

In the two years since then Apple TV has enjoyed strong-yet-unspectacular sales. And it’s still regarded as nothing more than “a hobby,” as described by Steve Jobs several years ago.

However, a new version of Apple TV was unveiled today alongside the new iPad 3. And it’s…

The New Apple TV

The new Apple TV, (almost) the same as the old Apple TV. Because let’s be clear on this one, the new Apple TV is more like a small evolutionary step rather than a huge revolutionary step up.

The big improvement is in output resolution, from between 480p and 720p to between 720p and 1080p. The range of supported video codecs has also been increased. And the CPU has switched from the A4 to the A5.

The UI has been given a fresh lick of paint, and there are a few more third=party apps floating around waiting to be used. And that’s pretty much it. Even the price has stayed the same, although $99 is already reasonable, especially for the notoriously-expensive Apple.


The big thing for me is the marketing of the new Apple TV. We don’t yet know how big an advertising push Apple will give the device, but by launching it alongside the new iPad 3, when all eyes were firmly focused on the company, Apple has started well.

It makes me wonder whether Apple is about ready to stop talking about the Apple TV as a hobby and start talking it up as a product worthy of your time and money.

[Via Engadget]

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