Apple Inc. is taking the iPod out of the display case and leaving it casually on store shelves. That’s what a report from 9to5Mac on Tuesday told the world. There were many reasons for the change floated in the media. Most seemed to center around a slow redesign of the Apple stores under new boss Jony Ive. There is a much more urgent reason for the change, however.
The iPods now sits on accessory shelves next to the other second-tier Apple products. The magic mouse, and the Apple TV now compete with the MP3 player for space. That leaves a lot of room in the display case for something new. We know that Apple is working on a big mystery product, but it might be something old that takes the new spot.
Betting on the Apple TV
Rumors about the new Apple TV have been coming in thick and fast in recent days, adding to an already common feeling that the device will emerge on September 9 right beside the iPhone 7. The new set-top box is going to carry Apple Live TV, and that service is going to be an important part of the growth of “Planet Apple” going forward.
Brian White of Cantor Fitzgerald reckons that Apple shares are worth $195 each, the largest target of any Wall Street research house, as the firm strive toward a mix of high margin hardware and higher margin software.
The Apple TV, and the TV service that will join it, are an important test of that theory, and they could become a major new sales stream for Tim Cook and Luca Maestri.
With the launch set to come in just a few weeks, it seems likely that the Apple TV sill replace the iPod on shelves in Apple stores. The set-top box, as the harbinger of an Apple TV service, has earned its place at the center of the firm’s product line up.
Empty shelves in Apple stores
The iPod will leave shelves on Tuesday, August 25 after stores close. The iPhone is set to appear on September 9. Buzzfeed says that event will likely include the release of the new set-top box from Cupertino.
The new Apple device is going to put apps on any TV, and it’s going to allow users to use a TV package from Tim Cook’s just as soon as that’s released. It’s not clear if that service will be rolled out in the coming weeks, or if there’s still trouble in the talks between the firm and content makers.
The new set-top box may not cost a huge amount, but it’s likely to be a major release for Apple. In a world where services are becoming king, the firm has been a little slow to react. It’s only in 2015, with the roll out of Pay, Music, and TV, that the firm has offered something worth paying for to users.
However it performs, it seems that the Apple TV is about to become part of the firm’s main product line. It replaces, after long last, the iPod, which served the firm so well over the last decade.
Wall Street, already nervous about the progress that Apple Music has made, will be watching the rollout of the next set-top box from the firm closely. With any look its place on higher shelves will increase visibility, and make that watching a little bit easier.