Apple Inc. (NASDAQ:AAPL) “Worked its Fingers to the Bone” on New TV

Apple inc (NASDAQ:AAPL) Apple TV

Apple Inc. is getting ready to ship the new Apple TV to living rooms across America, and the globe. The device is set to be the firm’s first major foray into the TV world, and it’s supposed to bring with it a slew of Apple services that could change the way that home entertainment works forever. So far those who have gotten their hands on the device are impressed.

Apple Inc. (NASDAQ:AAPL) Apple TV

It’s in user interface that tech-lovers have always thought Apple excelled. The firm manages to pull out all of the unnecessary moves you have to make to get to where you’re going. David Pogue, writing a review of the set top box for Yahoo, said “It’s clear that Apple worked its fingers to the bone on this; it works unbelievably well.” The rest of the tech world appears to agree.

Apple TV just works out of the box

Setting up the Apple  TV is super simple. Most of the set up can be done through any iOS9 device you happen to have nearby. That means no having to input new wifi passwords, or set up a new user account. The Apple TV can be linked with an iPhone out of the box, user details entered, and it’s ready to go.

That’s not where the ease-of-use ends, however. Most of those who reviewed the device focused on two things, the great new remote control and the fact that Siri is built right into the box. Using Siri means no more on-screen keyboard hell, and the Cupertino digital assistant has really improved over the years.

Siri can now search through many of the apps on the Apple TV rather than just through your own library. That means that if you’d like to watch Breaking Bad, or Deadwood, you can simply ask Siri to point the way. The AI will show you where you can watch the shows, and it will even help you sort through the plethora.

Walt Mossberg at Re/Code says that Siri will bring up titles if you can only remember the names of the stars, and the firm will be able to answer follow up questions to cut down on the number of options it gives.

Apple TV means nothing right now

There’s a lot of people who are going to be willing to shell out the extra cash for an Apple TV, but for Tim Cook and Luca Maestri the product isn’t going to change much, at least not yet. At a base price of $149, Apple would have to sell an incredible number of units of the set-top-box to make a dent in its annual report.

The firm is, however, said to be working on a streaming service all of its own. That could add a pretty new cash stream as the firm searches for growth, but Tim Cook’s team appears to have trouble securing the licenses to start getting content to Apple TV buyers.

For now Apple has created a great set top box, with state of the art AI running the whole experience. Once the firm gets more apps on the device, and secures content it will be a very appealing device indeed, though it’s not likely to displace the iPhone any time soon.

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