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Apple TV is here

Those movies and music stored on your home computer? Apple TV, which connects wirelessly to your computer, pulls the content so you can watch it on your wide-screen television.

By Madhusmita Bora, Times Staff Writer
Published March 22, 2007

	Apple TV

Apple came a step closer Wednesday to attaining the Holy Grail by shipping its latest offering to online shoppers and stores.

Apple TV promises to be that elusive umbilical cord between computers and televisions, streaming images, movies and music from desktops to television screens. It's the first of its kind, wire-free and embodies the company's mantra of being sassy yet simple.

"It's a great device even though it's getting eclipsed by the hoopla over iPhone and Leopard," said Jonathan Hoopes, an analyst with Think Equity Partners LLC. "It could be potentially disruptive to the business models of TiVo and Netflix. Everyone should be scared of Apple."

In a March 19 report, Hoopes estimated the gizmo's business opportunity at $5.3-billion to $11.4-billion.

The debut of the sleek, slim silver box gives the company a head start in an industry sprinting to unite the two media.

"The buzzword now is convergence," said Jim Barry, a spokesman for the Consumer Electronics Association. "There's going to be a real contest among different types of devices, and it's going to be interesting to see how it all plays out."

Sony introduced a high-definition living room PC this year that allows you to watch movies, as well as record, store and playback personal content on high-capacity BD media. Microsoft is riding the trend with its XBox 360, a video game console that allows players to compete online while downloading games, movies, music videos and rented music.

But Apple is after all Apple, some say.

"When it's an Apple product, tech junkies are ready to jump into it with both feet," said Britt Beemer, chairman of America's Research Group, a consumer behavior research and strategic marketing firm. "They have such a following that whatever they sell, people buy."

Wall Street acknowledged the announcement Wednesday with a slight stock bump. Apple shares gained $2.39, or 2.6 percent, to close at $93.87 per share.

Could Apple TV revolutionize Hollywood the way the iPod changed the music industry?

Hoopes says the practice of buying and watching videos may soon be over.

"Apple TV is not just another set-top box," he wrote. "It has the potential to deliver TiVo, Netflix, game functionality, other advertising-subsidized free services."

Employees at the Tampa Bay area's lone Apple store, at International Plaza, are eagerly awaiting Apple TV's arrival.

"A lot of people are stopping by and asking about it," said sales associate Jesse Daigle.

Q&A

About Apple TV

What are its features and how much does it cost?

It has an Intel processor and 40-gigabyte hard disk, and stores up to 50 hours of video, 9,000 songs, 25,000 photos or a combination of each. It's capable of delivering high-definition 720p output. Everything can be controlled by a remote. It is 8 inches square and 1 inch high and costs $299.

When is it available?

Apple began shipping the product Wednesday to its stores and online customers.

What can it do?

- Grabs your favorite videos, TV shows and audio from your home computer and plays it on your television.

- Lets you choose from more than 400 movies and 350 TV shows, 4-million songs, 5,000 music videos, 100,000 podcasts and 20,000 audiobooks from the iTunes Store.

What can't it do?

- Receive satellite or cable television signals.

- Record your favorite show or movie.

- Beam much video or audio from the Internet.

What do you need to make it work?

- Wide-screen television set.

- WiFi network.

- iTunes 7.1 or later running on a Mac with Mac OS X version 10.3.9 or later or a Windows PC with Windows XP Home/Professional with Service Pack 2.

What's next from Apple?

The iPhone, which allows you to make a call by pointing your finger at a name or number in your address book, a favorites list or a call log, is slated for a June debut.

Source: Apple

[Last modified March 21, 2007, 22:26:52]