AppleInsider Staff
During the Code Conference on Wednesday, Apple SVP of Internet Software and Services Eddy Cue revealed Apple sold 20 million Apple TVs to date and raked in more than $1 billion from set-top streamer sales in fiscal 2013. He expects the business to grow even larger in 2014.
Among the expected music-related topics discussed during Re/code's talk with Cue and Beats co-founder Jimmy Iovine, a brief exchange on the future of Apple TV yielded interesting insight into what Apple once called a "beloved hobby."
Talking about the apparent rift between Silicon Valley and Hollywood, Walt Mossberg asked Cue about Apple's TV business and how the company plans to innovate in the sector.
Cue said "the TV experience sucks," adding that modern advances like the DVR are only "glorified VCRs." He admitted that TV is a "complicated landscape" with simple problems that turn into complex issues due to the number of parties involved. This is counter to the music industry, which is apparently much easier to deal with because content rights are fairly straightforward.
Mossberg asked why Apple hasn't delivered a TV that "doesn't suck," but Cue refused to give up any information on possible future products. The impetus to make a change is there, however, as the Apple exec said TV should be much more accessible and user-friendly. As an example, Cue said he wanted to watch a TV program on his iPad today, but it's currently difficult — or in some regions impossible — to do so.
Speaking about Apple TV as a business, the exec said Apple has sold more than 20 million units since the set-top streamer's inception. In 2013,
Apple TV brought in more than $1 billion, a number that is expected to grow in 2014.
While light on specifics, Cue said Apple TV is going to evolve this year as Apple continues to improve content offerings much like last year's addition of HBO Go and other streaming channels.
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Malcolm Owen
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22 Comments
Evolve = more ATV content icons. Well, if that's the case, it's not enough. The ATV lineup of non-Apple services is needlessly encumbered: some services of course require a separate subscription and payment (Netflix), while others duplicate cable TV networks, but require that you have a cable provider, which defeats the purpose of "cable cutting". Don't get me wrong, I like my AppleTV for the iTunes content, and some hassle-free non-Apple services, namely YouTube (ad-free, thanks to Apple!) Vimeo, and Vevo. iCloud integration is nice. Other channels are like: "go to your cable provider's website and login with your account and enter this code number displayed on your screen to view this channel," /facepalm
[quote name="Suddenly Newton" url="/t/180190/apples-eddy-cue-says-20m-apple-tvs-sold-business-will-evolve-in-2014#post_2541670"]Evolve = more ATV content icons. Well, if that's the case, it's not enough. The ATV lineup of non-Apple services is needlessly encumbered: some services of course require a separate subscription and payment (Netflix), while others duplicate cable TV networks, but require that you have a cable provider, which defeats the purpose of "cable cutting". Don't get me wrong, I like my AppleTV for the iTunes content, and some hassle-free non-Apple services, namely YouTube (ad-free, thanks to Apple!) Vimeo, and Vevo. iCloud integration is nice. Other channels are like: "go to your cable provider's website and login with your account and enter this code number displayed on your screen to view this channel," /facepalm[/quote] Apple TV UI/UX is pretty bad right now. I use it mostly for AirPlay. Even if Apple's grand plan for the living room isn't ready they could at least upgrade the software and hardware to be competitive with other products on the market. Right now I get the feeling Apple is coasting with ATV.
I totally agree. But it´s typical of Apple to hold back breakthru tech and solutions, and build a massively better product.
No reason to slowly improve Apple TV, rather keep it around to add some new content, test new solutions etc. It was a hobby.
While in the background they are solving problem after problem, adding games, app store, new interface (buh-bye remote controll), and new home entertainment solutions while at the same time coming up with a much better display.
Once they have a product that is revolutionary better at all aspects, they have a new category e.g game changer. First then are they ready to unveil it. For people thinking Apple TV as it stands is the best Apple can do on the TV front, are sorely mistaken.
Hopefully a brand new software is announced at WWDC. I use basically for Airplay. Put Beats on it and I'll try it with baited breath.
I totally agree. But it´s typical of Apple to hold back breakthru tech and solutions, and build a massively better product.
No reason to slowly improve Apple TV, rather keep it around to add some new content, test new solutions etc. It was a hobby.
While in the background they are solving problem after problem, adding games, app store, new interface (buh-bye remote controll), and new home entertainment solutions while at the same time coming up with a much better display.
Once they have a product that is revolutionary better at all aspects, they have a new category e.g game changer. First then are they ready to unveil it. For people thinking Apple TV as it stands is the best Apple can do on the TV front, are sorely mistaken.
You're so right. It's funny how the no-sayers and complainers can only look at the here-and-now and think that's all Apple can do. Apple is looking 5+yrs down the road, while negative nellies and clueless analysts only see as far as today.