Why the Apple TV Trumps All Other Set Top Boxes

Apple might insist on calling it a hobby, but the new Apple TV's near-instantaneous shipping delays suggest that the market for streaming set-top boxes is bigger than Tim Cook wants us to believe. It's so big, in fact, that there's a quiet war brewing between top manufacturers, with each of them offering a similarly sized box that effortlessly streams all of your music, movies, and photos right to your television.

As hobbies go, it's pretty serious business, but there's a reason Apple's diminuitive box sells as fast as the stores can stock them. One word: iTunes.

There's no denying that Apple TV lags behind its competitors on just about every front--even the new iOS-inspired interface has picked up its share of detractors. But while the sea of competitors--Western Digital Live HD, Boxee, Roku, to name a few--may boast an array of features not (yet) available on Apple TV, none of them offer tight integration with the world's most popular media player and store. And what Apple TV doesn't do on its own--apps, USB, games, live TV--it makes up for with AirPlay, which mirrors most anything on your iPhone 4S or iPad (and Mac with the upcoming Mountain Lion update). Roku users might be able to enjoy HBO Go on their HD TVs, but they certainly can't make 55-inch video calls with FaceTime.

Perhaps more valuable than its tens of millions of products, Apple sells an ecosystem, which is why so many "hobbyists" are willing to overlook Apple TV's shortcomings and wait a little longer for partnerships. Since the current incarnation's launch just a year and a half ago, Apple's already added live MLB, NBA and NHL games (NFL is a bit trickier due to its exclusive DIRECTV contract), and we have to assume HBO, Cinemax, and Showtime are on the way.

When someone buys an iOS device, there's a curiosity factor--some call it a halo effect--that naturally spills over to its other products. By keeping its garden so beautiful, Apple is able to entice more than a few of us to sample some of its other vegetables, even if our favorites haven't started growing yet.

It might be time for Apple to start treating Apple TV like a full-time profession, but until then, we're more than happy to indulge in Apple's hobby.

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Original Page: http://www.maclife.com/article/analysis/why_apple_tv_trumps_all_other_set_top_boxes

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Regards,

Derik Chan