Friday, February 10, 2012

Apple TV and Mario


We blogged about Apple getting into the TV market over 2 years ago, and with recent speculation (based upon filed patents), it looks like this will happen in the near future (hearing sometime in 2013). With Apple entering the TV market, it makes me wonder what this product will look like and what impact it will have on our beloved video game industry.
First off, we start with the current Apple TV, so you get iTunes, all of you desktop stuff, and streaming on your TV. Not bad, but not earth shattering either; Apple will add Siri to the set, so now the whole show can be controlled by your voice (there will be options for iPod/iPhone/iPad control); Apple will combine this with a modified Lion interface, very visual and easy to control. The set will be completely wireless: it will be Wi-Fi out of the box (no need for a cable wire), have a Blue Ray player inside (Apple hates this but will relent due to consumer demand), and will use wireless power transfer (NO power cord). Imagine a picture frame hanging on the wall that you can talk to, to access all of your favorite TV/movie/internet content from your couch.
Even if Apps can not match the depth and breadth of traditional games, they are slowly encroaching on the console game’s turf; it is hard to compete with free or virtually free (sub $2) video games. Having the ability to play App games on a larger screen, will allow Apple to further penetrate the video game market; control will be an issue, but I think Apple will resolve this by using the iPhone/iPod as a controller (most likely with a dedicated App). Having iTunes on your TV will make purchases easy and I am sure developers will start to develop exclusive content for the TV. Apple has already begun to explore content of their own (rumor that they are bidding on the English Premier League rights for 2014) and they have incredibly deep pockets (estimates put their cash pile @ $80 billion); video game assets may make more sense since they share Apple’s technology heritage. Nintendo would make a lot of sense; tons of IP and 40 years worth of games that Apple could convert and sell through iTunes. Nintendo is very Japanese, so this might be tough to get done (culture clash); barring Nintendo I could see EA as a good fit (large catalog of back games and decent IP). I do not think Apple and Apps will take over the console world, but I think they will be very influential; I can see them eclipsing Sony and moving right behind Microsoft for power/control in gaming (still not sure if this is good or bad).
Picture this: Tim Cook walks onto the stage carrying a large picture frame under his arm. There is a living room in the center of the stage (with a blank wall in the center); Tim proceeds to hang the picture on the wall, and sits on a stool by a large counter. Tim takes a brief sip of water, clears his throat, and tells the TV to play the Steve Jobs biography. The biography plays for 2-3 minutes and ends with this Steve Jobs quote, “Design is not just what it looks like and feels like. Design is how it works.” Tim thanks Steve and then takes the TV through its paces. After the demo, Tim again turns to the TV and ask for the Steve video, and ends with this quote, “Everyone here has the sense that right now is one of those moments when we are influencing the future.” TV and video games will never be the same; I think the TV will be amazing, not so clear on gaming.

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