Apple TV in 2013? "Every reason to think so," says Brightcove
Michelle Clancy | 21-12-2012
Bucking conventional wisdom, Brightcove CEO and apparent major 'Apple-head' Jeremy Allaire says that there's every reason to expect a new Apple TV to launch in 2013.
This move would trigger a major disruption of the broadcast and gaming industries, and cement Apple's role as the de facto platform for content and apps.
However, 'Apple TV' in this case does not refer to the fabled Apple connected HDTV that so many fervently hope Apple will develop. Rather, Allaire speculates in his blog that Apple will need to employ a two-pronged strategy that consists of a) a $149 set-top device to replace its existing $99 model, and b) a thin-panel monitor that builds in smart capabilities.
Apple has an economic imperative for doing so. "The company ... needs to find new $30 billion+ per year businesses to keep up its pace of growth and value creation," Allaire writes in his blog. "The key is to introduce a product franchise that defines the consumer experience, owns the extension of the app platform into the TV, and captures as many users as possible, as quickly as possible – while taking enormous share from an established, multi-hundred billion dollar per year industry."
The $149 companion device should connect to nearly any existing TV, without requiring customers to buy an expensive new monitor. "This is crucial for quickly establishing and maintaining platform dominance and even stand-alone could be a $5-10 billion opportunity," Allaire noted. Meanwhile, the new family of ultra-thin TV monitors should bundle all of the capabilities of the companion device and includes beefed-up computing power. "These large-screen monitors will be a direct assault on the global TV monitor industry, a market worth hundreds of billions annually, albeit with slightly slower replacement cycles of four years versus two years for smartphones and tablets. This gives Apple that additional $30 billion+ revenue stream it needs," Allaire noted.
Apple will need to use the strategy to position itself for three roles: 1) the best way to consume broadcast TV and any online video; 2) the ultimate game console; and 3) the best way to experience all apps.
For instance, a seamless touch- and TV-based interface makes it simple to consume existing cable and broadcast content, including video-on-demand (VOD) libraries and DVR features. iTunes can provide instant access to mega-libraries and subscriptions from iTunes, Netflix, Hulu and YouTube. And, Apple can extend the iOS gaming distribution ecosystem into the living room and invent new categories of gaming through the interaction of iOS devices with Apple TV.
And finally, "crucially, the new Apple TV will extend nearly every existing iOS app into being a TV app that brings the power and richness of large display surfaces to consumer computing – a task that nearly every industry titan has attempted and failed," Allaire said. The combination of touch and TV will ignite a new era in dual-screen software application design and development in which it will become hard to believe that Internet software was once based solely on PCs, phones and tablets."