AppleTV Take 2: New Software, Same Hardware

I very carefully and duly noted when Steve Jobs, during an interview, said that Apple had 3 businesses (Macs, iPods/iTunes, and iPhones) and a hobby (AppleTV).

If that wasn’t a tacit, explicit admission that a product hadn’t done as well as they’d hoped, I don’t know what is. To launch a product and then call it a hobby, you might as well say “Dude - it tewdally tanked.”

And with good reason - more expensive than a DVD player, with less content available, AppleTV didn’t add up to the sum of its parts in consumers eyes.

For high end users, it made for a nice way to have a good interface to their iTunes library that was constantly available, and also display pictures in high def on an HDTV. As bonus round, it could play movies in a pricey, low quality format, and Oh Cool! - it also could play back purchased TV episodes if you missed them. This was how I perceived it when I bought mine, and quickly realized I wanted a MUCH bigger hard drive than the 40GB unit it came with. * I was enamored and excited about it enough I even started a blog about it called AppleTV Hacker (which I haven’t updated since last August).

So I was pleasantly surprised to Steve Jobs spend some time talking about AppleTV again at this year’s MacWorld, as he described it as AppleTV Take 2.

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