Chris Brakebill

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Posts by Chris Brakebill

Jobs says he doesn’t like set top boxes, not HDTVs

Tom Reestman wrote last night on how Steve Jobs has already answered the question of an Apple HDTV. At D8 he discussed the difficulty of getting into the market. If you haven’t seen or read about what Jobs said, check out Tom’s post to get the real meat of it.

Part of me wants to look at this and say “yeah he’s right”. But I think his statements there are more about Steve’s problem with the set top box market. It’s true that there really is no go to market strategy there. You basically are building another add-on device specifically to interact with Apple content. It’s impossible to get in with the providers with any sort of control (Of course this was also a problem with the cell phone industry and Apple got past it). If Apple was going to partner with someone, it would have to be one of the satellite providers, because that’s really the only way to go national.

But I don’t think Apple has to partner with someone to build an innovative TV with great power. This go to market strategy talk is irrelevant when you aren’t talking about trying to get in with providers. Any business with the technical ability and the funds to build a TV can do so. And I’d say Apple has both of those.

They could easily build a TV that would function the way a lot of them on the market do today. All the inputs and whatnot for displaying from your devices (including your cable provider’s STB). But it may show us a new way to interact with those inputs, as we know that Apple has a flair for great interface.

An Apple TV would be much more than your average HDTV because it would basically have an Apple TV built in. So it would have a means for purchasing and viewing iTunes content right from the TV and maybe it would even have an iPad-esque web browser built in. Apple would preferably release the TV with an SDK for developing apps for the Apple HDTV. And they can just use their imagination for there.

Another great thing about an Apple TV is that there are millions of devices out there capable of interacting with it in iPods, iPhones, and iPads. So while the Apple HDTV will come with some sort of remote, most users will probably prefer interacting with it via their iOS devices.

This is all speculation about a device that doesn’t yet exist. I’m not exactly sold that Apple will do it, but I believe they will and I believe it could be extremely profitable. Jobs points at D8 don’t say to me that Apple wouldn’t build a TV, they just say Apple isn’t really big into the STB market. They just don’t sell well. But things could be very different if you build the STB into the TV. Something no one seems to have gotten yet. It’s no longer another box. It becomes an innovative television with features superior to other TVs, that also allows you to connect all of your devices to it. A much better sell than another set top box…