Apple releases second-generation Apple TV, focuses on streaming for new device

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Date: Wednesday, September 1st, 2010, 17:53
Category: Apple TV, News

Arguably sort of the big kahuna of the Apple media event, the Apple TV is now small enough to fit in the palm of your hand.

Acknowledging that the Apple TV has “never been a big hit,” CEO Steve Jobs introduced the second generation of the living room device, bringing more of Hollywood movies and TV shows in HD to your home theatre.

Per Mac|Life, Apple CEO Steve Jobs laid out a list of what those buyers want from their Apple TV units: Hollywood movies and TV shows in HD, lower prices for content and no syncing with a computer, not to mention silent, cool and small.

The new Apple TV, which also incorporates the same A4 processor found in the iPhone 4 and the newly-released iPod touch, is 25% the size of the previous model which has been sold for the last four years, and has flip-flopped from white to black. In addition to the new diminutive size, the latest Apple TV does away with downloadable content purchases in favor of streaming right to the box without the need for and iTunes sync.

First-run HD movies from Hollywood are available for US$4.99 with regular SD rentals starting at US$2.99 and catalog HD rentals starting at US$3.99. As predicted, TV show rentals have been added at long last and will be 99 cents per episode as well as commercial-free. ABC and Fox are first on board and Apple hopes to have other networks on board in the near future.

In keeping with other recent rumors, Netflix streaming is now part of the Apple TV package (Netflix subscription required) as well as YouTube, Flickr and MobileMe photos. Apple’s iOS is a no-show, however and the interface remains mostly unchanged from the current Apple TV.

Other features in the new Apple TV include filmography data for actors as well as Rotten Tomatoes reviews, right on your screen. On the hardware side, the new, smaller Apple TV features HDMI, digital optical audio and an Ethernet jack, leaving out analog connections for older televisions.

The new Apple TV is centered around streaming and now everything streams wirelessly to the box for click and play simplicity. Users can fast-forward through opening credits, pause for a popcorn break or replay a scene.

Apple has also introduced AirPlay, which allows iPhone, iPod touch and iPad users to stream their handheld content (including music, photos and video) right to the new Apple TV with the push of a button.

The new Apple TV is priced at only US$99 and will be available in six countries to start. Preorders begin today and the device ships in four weeks.

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