As expected, chief executive Tim Cook unveiled a new set top TV box with its own app store and new operating system last 9 September. The device uses a remote control that features a touch-sensitive panel and a microphone that allows it to be voice-operated.
It uses the firm's Siri virtual assistant to let owners ask what shows or movies based on their desired themes or favorite actors are available, and can bring back results from a range of services.
It uses the firm's Siri virtual assistant to let owners ask what shows or movies based on their desired themes or favorite actors are available, and can bring back results from a range of services.
In addition, it can play video games.
"The future of TV is apps," declared Cook. The firm had previously described its TV boxes as a "hobby".
Apple was one of the first tech companies to offer an internet-connected TV box, but Amazon, Roku and several smart TV-makers beat it to offering an app-focused experience.
Cook acknowledged it had taken Apple several years to introduce a TV app store.
"I don't think they have missed an opportunity by waiting until now," commented Ian Maude from Enders Analysis.
"There's a lot of people out there who want to watch content that is only available online from the TV, and if Apple can show its device does things better than the alternatives you would expect them to start winning market share pretty quickly."
Apple did not unveil a rumored TV shows and movies subscription package of its own for the box, but Geoff Blaber from the CCS Insight consultancy suggested that might follow next year.
"Broadcast content remains the challenge but growth in Apple TV will ultimately leave content providers with little option," he said.
Much of the Apple TV presentation was dedicated to the video games it can play. The remote is motion sensitive, and works in a similar fashion to Nintendo's Wii controllers.
The US firm has already had huge success with video game sales on its iPhones.
But one industry watcher questioned how disruptive the new box would be as a gaming device.
"There are already plenty of examples of set-top boxes and micro-consoles that play games, but none of those has had a dramatic impact on the market," commented Piers Harding-Rolls from IHS Technology.
"That's not to say that Apple entering the market won't be significant.
"But when you think of what the high-end consoles can do - allowing things like Sony's forthcoming Morpheus VR headset - what they offer can't be replicated in terms of power."
The TV box will cost either $149 or $199 depending on how much storage the user wants.
It uses the firm's Siri virtual assistant to let owners ask what shows or movies based on their desired themes or favorite actors are available, and can bring back results from a range of services.
It uses the firm's Siri virtual assistant to let owners ask what shows or movies based on their desired themes or favorite actors are available, and can bring back results from a range of services.
In addition, it can play video games.
"The future of TV is apps," declared Cook. The firm had previously described its TV boxes as a "hobby".
Apple was one of the first tech companies to offer an internet-connected TV box, but Amazon, Roku and several smart TV-makers beat it to offering an app-focused experience.
Cook acknowledged it had taken Apple several years to introduce a TV app store.
"I don't think they have missed an opportunity by waiting until now," commented Ian Maude from Enders Analysis.
"There's a lot of people out there who want to watch content that is only available online from the TV, and if Apple can show its device does things better than the alternatives you would expect them to start winning market share pretty quickly."
Apple did not unveil a rumored TV shows and movies subscription package of its own for the box, but Geoff Blaber from the CCS Insight consultancy suggested that might follow next year.
"Broadcast content remains the challenge but growth in Apple TV will ultimately leave content providers with little option," he said.
Much of the Apple TV presentation was dedicated to the video games it can play. The remote is motion sensitive, and works in a similar fashion to Nintendo's Wii controllers.
The US firm has already had huge success with video game sales on its iPhones.
But one industry watcher questioned how disruptive the new box would be as a gaming device.
"There are already plenty of examples of set-top boxes and micro-consoles that play games, but none of those has had a dramatic impact on the market," commented Piers Harding-Rolls from IHS Technology.
"That's not to say that Apple entering the market won't be significant.
"But when you think of what the high-end consoles can do - allowing things like Sony's forthcoming Morpheus VR headset - what they offer can't be replicated in terms of power."
The TV box will cost either $149 or $199 depending on how much storage the user wants.
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