Apple News, Analysis and Podcasts

Start the countdown, because the next TV you are likely to buy, or want to buy, is going to be made by Apple. And it isn't just because this TV has some elegant design and brilliant looking screen, it'll be because the interface and content that comes right out of the box, and the way in which you control it, is going to blow you away.

Jobs Says So
The question isn't if, it's just a matter of when Apple's holistic television solution will arrive. Steve Jobs said as much in his autobiography, and his "I finally cracked it" comment and additional color on the topic, may be the only time during Jobs reign at Apple that he leaked a single grain of data about a forthcoming product. Don't think this is Jobs throwing in the towel or not caring because he was leaving us. On the contrary, this is perfect Steve Jobs start-the-hype stuff. It's all about the mystery and creating a pent-up demand for something we don't know we even want – yet. Jobs delivered a glimpse into Pandora's box, but since he's gone, we can't dig deeper, and since it didn't officially come from Apple don't count on Cook and company rapping eloquently about this any time soon.

Content Is King
In Isaacson's autobiography of Jobs, Steve claims he's "finally cracked the TV." Jobs isn't hinting at brining some type of new 3D technology to market that no one really wants. Nor is Jobs barking about making the TV edge-free or 1/2" thick. These are all nice hardware refinements Apple could probably wow us with, but it's the TV interface in which Jobs was speaking.

The first issue to tackle is content. How can Apple get around, or work with the networks and cable providers to make both happy, while delivering media in a way Apple would find revolutionary? Outside of paying massive sums to both the networks and the providers, Apple was locked out of doing anything significant, thus Apple TV stood alone as Apple's so called "hobby" waiting for someone to give it the love it deserved.

It now appears Jobs final chapter was getting at least one, perhaps two or three, cable providers to pony up and work with Apple's solution. The dent-proof duopoly of the cable providers and networks has been breeched, largely due to the fact tens of millions of media consumers are accessing their content online. Over time cable providers have delivered higher bandwidth solutions. The result has delivered a new revenue stream for these ISP's, but it's begun to take it's toll on their bread and butter TV services. Fact is, more people can live without a TV service than they can a high-speed internet connection, and cable providers are struggling with the transition.

It's this chink in the armor for the ISP's that's allowed Apple to bring the new model of al-a-carte programing to the forefront. Like iTunes, which made singles the de-facto standard in how music is purchased, imagine being able to buy ESPN, TNT, CNN or FoxNews individually, or through amazingly small "trio" packages. For example, ESPN 1,2,3, or FoxNews, CNN and MSNBC, in mini-bundles. Apple's about to break down the doors of the conventional cable industry and Apple and Comcast look to be at the forefront.

Siri's Magic
Today's sets have nice pictures and aggressive prices, but their interfaces absolutely stink. Premium internet connected TV's are a joke, and every company has their own horrific idea of what a connected interface should behave. The masses have no idea what Apple is about to bring to the table. The unveiling of Apple's solution is going to be on par with what Apple did in brining iPhone to the market. Apple is going to shake the foundations of the television industry.

It only takes a few moments to work with Siri, for one to conceptually see how it will impact the living room like nothing else before it. Forget about that alphabetical table used to point and click search terms for content. Nor will using a PC keyboard to interface with a TV be required. Just speak into the iPhone "Apple TV, record the Alabama vs LSU football game this weekend for me." As Steve might say "Boom! Done." No more channel flipping, no more menus, no more DVR programming. Just say "Apple TV, turn to CNN" and it's just there. Oh, Chris Matthews is on? Want to find something else fast? No problem, "Show me a list of comedy movies that are playing right now." Siri lists them out on your TV and talks back to you. "How about just rated PG or G versions." Done.

Even the best simplified solutions, such as what Bose has come up with are going to be well behind the game. The VideoWave is a decent, if not overly simplified speaker+receiver solution, VideoWave also simplifies the way in which a remote can control functions of other devices, but it's patchwork to existing problems at best. Siri integration to Apple TV, and soon Apple HDTV's, is going to make current remotes seem like a chisels and stone tablets.

Tying Apple's hardware innovation to the Siri interface, while delivering content the way we want it, and it delivers nothing short of a leapfrog solution. It's an Apple solution that sloth-like TV manufacturers won't find easy to copy and compete with any time soon. Moreover, attempts to do so will look feeble for several years. This is what Apple does, and it's how Apple does it. The overarching theme here is Siri. Siri is voice, it's amazingly powerful, and your living room is going to love it.

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