Apple TV. The only thing that’s changed is everything .

Oct 13, 2015
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Apple’s KeyNote, one of the most expected events for the technological sector of the year, concluded last September not only with the presentation of Apple’s most advanced products, but also with a brand new concept of the future of TV.

"Our vision for TV is simple and perhaps a little provocative. We believe the future of TV is apps.” Tim Cook (CEO, Apple)

“Our vision for TV is simple and perhaps a little provocative. We believe the future of TV is apps.” Tim Cook (CEO, Apple)

Despite the several technical and aesthetic changes undergone by the iPad Pro and iPhone 6S, they remained eclipsed by the introduction of new Apple’s Pencil and TV. The winner between them? The Apple TV, without a doubt.

 

“Our vision for TV is simple and perhaps a little provocative. We believe the future of TV is apps.”  That’s how  Apple’s CEO Tim Cook began the presentation of their new TV software. A quote which not only denotes a massive change in the gadget’s structure, but that also signified the public recognition of what many techie gurus and developers were already aware of.

 

At this point, we think that when a character like Cook confirms, in front of thousands of industry’s leaders, that the top company’s vision of TV’s future are apps implies that, from now, we are going to witness drastic changes from all the business in that direction. In point of fact, Apple’s “visions” tend to become market trends, and thus into a consumption reality. But it’s not only due to Apple’s perception that apps are destined to lead media’s future, as there are many other factors, which these tools have per se, that also make the conversion from classic to smart TV an unavoidable fact. We mean the segmentation, ubiquity and personalization capability, which none other media but mobile have so far.

 

In its relaunch, Apple TV showed an awesome renovated user interface, along with an unexpected remote control which integrates popular Siri assistant and a motion detector. These new tools, that allows users to communicate with their TVs by touch and by voice, also opens hundreds of opportunities for the videogame industry and for other business within the sector. Apple TV was presented as the “future of TV”, a future in which people are able to consume customizable, interactive, awesome-looking video on demand, and also can use their favourite games and apps in a brand new way.  

 

Other main point during the Apple TV presentation was the anticipated opening of its SDK, tvOS, that makes possible for developers to start working on applications for the VOD industry.  

 

To sum up, last September Apple presented its TV gadget as the future of the TV sector, but is it possible for it to be the future of the whole media industry? We believe Apple’s smart tv is only in its first steps toward a future wherein its role will be key.  

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Posted by María Murillo 

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