The Future of Apple TV now?
Saturday, September 8, 2012 at 8:57AM Very impressed with how Apple are slowly moving on their pet project, Apple TV.
I'm still not convinced a full TV set is in their sights, but last night, I witnessed a very important part of Apple's TV strategy maturing before my eyes.
The iTunes Festival.
This has been running for a few years now, but this year, the 30 nights of live music are streamed in HD across the globe.
Let me just say that again, 30 nights of music, streamed across the globe, live, in HD, with quality audio too.
Not only can you receive the live stream on your iPhone and iPad using the free app (downloaded via the App Store), Apple pushed out a, let's call it an "Apple TV App" to every Apple TV. They did this without requiring a download, they just pushed out a new icon on the Apple TV that gave you access to a free, live, HD event. No reboot required. Just boom!
Impressive enough, but as I settled down last night to watch the live elbow concert, I was blown away by the audio and video quality. The video particularly had an almost cinematic feel and was superb. I noticed a little bit of banding here and there, but I see that on almost every digital broadcast these days. No stuttering or buffering whatsoever. Apple even reinforced the fact that this was a global event by displaying the opening and closing titles in multiple languages, very smart Apple. I'd love to know what the viewing figures were and how far Apple can scale with live broadcasts. As there were no territorial restrictions, I think it will scale enormously.
The technology has come a huge way in a very short time and Apple have cracked the particular thorny issue of providing live events, one of the few remaining features that stops consumers from moving away from more traditional methods of receiving TV via terrestrial or cable.
So Apple is now well positioned to offer video via download, on demand and live video streaming across all it's devices, current and future. if it can cut the necessary content deals with the industry.
If they can crack that, I imagine we'll see Apple's hobby being promoted very soon now.
Even if you don't like any of the artists featured on the iTunes Festival, I seriously recommend you check out the App or watch some live footage on your Apple TV. Heck, you don't even have to even watch live, just watch one of the recorded segments, I can't see any difference in the quality.
Reader Comments (3)
Agree! I am watching, via the APP, on a iPad II. Excellent cinematography and quality audio (via BT into a Jambox). I have a so so ADSL2 connection and streams very well. The crowd are just so clear. Would be nice to know the camera's being used.
Yes you can and the standard has been set. By Apple of course!
Great app. Probably the worlds' best secret. Will be watching The Killers on the 12th.
Keep up your excellent work on SCO.
Cheers
Hans
Personally I would like to see the ATV have an HDMI input onboard and an app to select that input, that way my ATV can become the primary media source and the sky+ box selected via that app. I would probably get more use from the ATV that way..