How many rabbits can Steve Jobs pulled out of his magical Apple hat?
Since the iPod’s launch in late-2001, Apple has been steadily introducing new and improved products that have transformed it into the world’s most exciting and leading consumer electronics company.
The launch yesterday of Apple TV is another example of Apple’s ability to disrupt well-entrenched markets with something that may not be revolutionary but it’s bound to make an impact based on its design, functionality and, of course, the magical Apple aura.
Designed to stream television shows, videos and movies off the Internet or via a personal computer, the new Apple TV (aka the hockey puck) is simplistic yet it has the potential to be disruptive. At $99 (or C$119), it’s a product lots of people will if only because it’s from Apple, it’s cool and it will easily change how you watch TV, movies and videos. Heck, I’m going to buy one, and I’m someone who has steadfastly resisted buying an iPad because it’s been impossible to justify.
The another interest aspect to Apple 2.0 is how it puts the spotlight on another part of the TV world: 3D. For months, the TV industry has been aggressively trying to convince consumers they need a 3D TV, even though the amount of programming available is minimal right now. At a time when many consumers are upgrading to large-screen plasma or LCD TVs, the TV industry is trying to force us to take another step forward that consumers aren’t prepared to take.
Apple, on the other hand, is appealing to couch potatoes in a different way. Apple’s approach is providing consumers with choice and the ability to easily take advantage of all the content on the Internet. It is appealing to how consumers want to watch what they want, when they want, which is a powerful proposition.
My sense is Apple TV will be a smash-hit with units flying off the shelves because Steve Jobs will convince them it is something they need to have because it will make their lives better and more enjoyable. Whether or not they need one is another question but Apple, in many ways, is a master of getting people to believe there are things they wand, and then there are things (such as the iPod, iPhone and iPad), they need.
