Jobs also unveiled a new, compact Apple TV set-top box, little bigger than a drinks coaster, which can “stream” content, such as music, films and television shows, from the internet directly to a television.
Jobs, who had previously dismissed the Apple TV as “a hobby”, admitted that while people loved the device, it had only sold in modest numbers,
He said the company had listened to user feedback about exactly what they wanted from a set-top box, and had overhauled the device to meet those needs.
“They want on-demand access to Hollywood movies and TV shows, they don’t want amateur stuff,” he said. “They want their movies and TV shows in high-definition, and want to pay less for this content.
“And they don’t want a computer on their television – though this is a hard one for people in the computer industry to understand. And they don’t want to manage the storage of downloaded movies and programmes.”
The new Apple TV will allow users to “rent” films and television shows for a modest fee, with high-definition movies available on the day of DVD release for $4.99, and television programmes for 99c. The device itself will cost $99 ( about £61)– around $200 less than its predecessor – although Apple has not yet released details of UK pricing.
Jobs also used Apple’s annual September press conference to show off new-look iPods, including a smaller, squarer iPod shuffle with buttons, and a tiny iPod nano controlled via a touch-screen. Apple also unveiled a new iPod touch with the same pin-sharp retina display as the iPhone 4, as well as dual cameras for shooting high-definition footage, and for making video calls using Apple’s FaceTime application.
“The iPod touch has become the most popular iPod for us,” said Jobs. “It’s also the number one portable games console in the world, outselling the Nintendo DS and PlayStation Portable combined.’
Apple’s were excited to met with them.
“The new Apple TV is to television what iPhones were to phones three years ago. The stage is set for mass market adoption.”
“Apple TV is a great story,” said Michael Gartenberg, a senior analyst with Altimeter Group. “It helps Apple maintain its lead in music, and drives new innovation in the living room.
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