Next Generation Apple TV

The rumor mill that works around Apple products is hardcore (arguably to a fault) and correct probably less than 50% most of the time. I don't have any specific data to back up that claim, but that's just the feeling I get. As many times as I think the rumors are completely off base and just dumb, I'll admit, I still follow them quite closely. The rumor of late, the next generation Apple TV.

Jobs was quoted in Walter Isaacson's biography, as saying "I've cracked it" when talking about the Apple TV. Since that came to light there has been much speculation about the next generation of this device.

It now stands as a set top device and that has always made a lot of sense to me. The flexibility to connect to many different displays is a huge plus factor in my eyes. Along with that Apple still has the ability to control the environment and all while keeping the price point pretty darn low. The one thing you could argue is wrong with this is the control of the actual display. Is that crucial to the Apple TV viewing experience? I'd say, not really. A display with an HDMI connection will be plenty capable of creating a solid experience.

The current speculation is that the next iteration of the Apple TV will in fact be completely integrated with the display. Essentially like an iMac where the entire device is all bundled up in one package. I don't know if this makes sense for the reverse of the reasons I think the set top idea does make sense. While the control of the entire experience would be something right up Apple's alley, I think the price point will just be too great and a total 180 from their current strategy in that market. A 37" display with integrated Apple TV would have to come in at well over $2000 wouldn't it? Considering they sell the current generation set top box for $99 that seems crazy to me. Maybe we'll see both options offered. I wold argue there's a pretty solid chance of that happening actually.

I wonder if Jobs' comment that he "had cracked it" was maybe referring more to the software and licensing side of this device. Looking at iTunes, I can only imagine ridiculous amount of work done behind the scenes with record labels that we never heard much about. Getting record labels on board with the idea was a huge aspect to getting it to actually work and also to making iPods and now iPhones and iPads to be as successful as they are. One step further we could say that it was an industry changer. Couldn't we be looking at some similar arrangements with television and movie studios here? Couldn't that be where Jobs cracked it? Seems pretty likely there will be some major advancements in this area.

Whatever the new generation ends up as, I will say that I'm excited about it. Apple has been known to shake up entire industries and I'm sure they're just chomping at the bit to get at another one.