Google TV might not be coming to the UK for another six months at least, but the search giant’s bid for the living room already has Apple on the ropes. Yesterday’s unveiling might’ve left Mac fanboys shaking their head at the comparatively puny silver box of tricks. But Apple’s not out yet.
Steve Jobs’ pet project, which he constantly refers to as a “hobby”, has been waning for months. Languishing out of sight on Apple’s own web store, its tellybox is listed simply as an “accessory” to the iPod, and despite showing it off like a proud father whenever its software is tweaked, Jobs has yet to give his televisual offspring a seat at the top table.
Now though, Jobs has a new set of parents to impress, and some serious set-top competition. Google’s own TV offering sets the bar high, offering broadcasters a simple box to stream their content to using their existing on-demand offerings. Flash is supported. It comes with a full web browser, and can even run apps. Meanwhile Apple TV totters along, turning a blind eye to the web, baulking at apps, and downloading full movies while we sit and wait to break out the popcorn.
Jobs and Co shouldn’t be completely discounted though. Yes, the Apple TV is a lame duck, but it’s only failing is the software inside. The exterior hardware remains gorgeous, stuffed with connectivity and more than capable of answering Google’s battle cry.
What’s more, while Google has a standing start, Apple TV sales have been quietly trickling in since the Mac-maker launched its set-top box over three years ago.
In its most recent financial powwow, Apple revealed Apple TV sales had grown 35% in the last year, and although it’s yet to let slip actual numbers shifted there’s an installed base of owners waiting for a more fully-fledged offering, when Apple chooses to roll out new features.
“We’re continuing to invest in it because our gut tells us there’s something there,” said Apple COO Tim Cook in March, and with Google now breathing down Apple’s neck, there’s more pressure than ever for Cupertino to make its TV star perform.
Of course, hardware is one thing, and software’s another. But what’re you going to watch on the next-generation of set-top boxes? Google has been quick out of the gate, letting Google TV play nicely with standard TV tuners, as well as offering integration of Netflix and Amazon VOD, and IR blasters for separate set-top boxes.
Google TV’s built-in Chrome browser can play back video content from any webpage, so most broadcasters’ catch-up services will work just fine. On the surface, Google has content licked!
However, it’ll take time for some broadcasters to re-format their pages, or build integration for Google TV. Likewise, hardware manufacturers say the first Google TV set-top boxes and televisions aren’t quite ready yet. Logitech’s first set-top box is still being refined, and they’re yet to show off their all-important QWERTY remote that’ll go with it.
Sony’s first Internet TV products, running Google’s software, won’t arrive until “Fall” in the US. The company will produce a Blu-ray player with Google TV functions, and a TV with the software inside too. But if experience is anything to go by, they’ll be premium products, with a price tag to match.
Meanwhile, Apple already has deals for iTunes distribution with every broadcaster, as well as streamlined processes for them to load on their shows as soon as they’ve aired. All that’s really missing to match Google’s offering is live TV, and streaming support for catch-up services, as well as an opening of its platform for developers to create apps.
Rumours have been rife that Apple has some new entertainment offerings planned for its WWDC conference next month too. So far, the smart money is on an iTunes streaming service letting you listen to music you’ve purchased whether or not you have the files with you. However, since WWDC is a developers’ conference, we’d expect news on the app front too. There have been mutterings that the iPhone OS could graduate to Apple TV too, meaning it already has an arsenal of games, TV streaming software and of course, a fully-formed browser in the shape of Safari at its disposal.
Could Apple be about to bring Apps, the full web (except Flash, of course), and a ream of new media streaming skills to Apple TV?
The technological stars seem to be aligning. For the first time, Apple has a reason to fire a rocket up its TV streamer’s backside. The battle for your living room is well underway, and while Google has spilled the entire contents of its playbook, Apple still has several sucker punches left to land.
