We’ve been here before. Every time Apple - and Mr Jobs - schedule one of their
big events we, the faithful, dutifully line up with our browsers, and hang on
every word. Prior to the event we’ve discussed, blogged, and flamed about
rumours, hopes, and desires.
And do they live up to our expectations any more? Perhaps more accurately: Are
our expectations somewhat tarnished by the countless promise of “one more
thing”?
Maybe the stakes are higher than they once were. Back when the iPod wasn’t
“hip” and digital music was the domain of hardcore geeks and techies, these
events weren’t such high profile. These days, they’re important.
And none of Apple’s recent events have been more important than this one. With
mounting speculation suggesting that the iPod bubble was about to burst,
Microsoft’s competing device on the horizon, and the holiday season
approaching, Apple needed to reveal something big.
And, I think, they did. Not big in a “hardcore, techie geek way”, but big in a
“continued dominance in the mp3 market” way. And I suppose, these days, that’s
what counts for Apple. And what’s this big thing I think they’ve revealed?
Coloured Nanos - that’s what.
The Nano is, as Jobs mentioned, the most popular MP3 player in the world. The
best way for Apple to make it more popular is to introduce new colours - check
- and to improve the range of sizes to suit a wider range of budgets - check.
The new, and let’s not forget scratch resistant - Nanos are sure to be a big
hit for Apple this holiday season, assuming they can meet the demand. I
suspect the new Nanos are the shot in the arm required to carry the iPod line
up to the true video iPod.
And what of the Video iPod? Sadly, unsurprisingly, and inevitably there was no
sign of such a device. Instead, we’re treated to an updated 5G line of ipods -
the iPod With Video. The new line of 5gs (so 5.5gs?) sport a brighter screen,
improved battery life, and slightly tweaked hard disk sizes.
And games. And we’re not just talking about the classic Brick, Parachute,
Solitaire combo that have graced previous iPods, oh no - Apple have opened the
door onto something, potentially, huge. Downloaded games, that play on your
iPod and top up Apple’s coffers by $5 every time you’re tempted. And tempted
you will be, I’m sure. How well these things will play on the touchwheel - a
genius of interface design for music playback, but which was never really
conceived with games in mind - remains to be seen.
It’s a concept Microsoft have proved with Xbox Live - microtransactions are
tempting enough to spirit away those tiny amounts, without you feeling
noticeably light of pocket. And yet, before Microsoft could roll out their
Zune and Live Anywhere double team, Apple have nipped in and stolen their
thunder. I wonder if the first generation Zune is still not going to include
games…
Let’s not forget the new Shuffle though. Redesigned so it’s the same size as
the Apple remote - which is surely a bad comparison as few people will
actually know what the Apple remote looks like, since Apple stopped bundling
it with their players - the shuffle is one of the most minimalist mp3 players
I’ve ever seen. It’s cute, but like the multi-coloured Nanos, not cute enough
to coax a wad of cash out of most hardened techies. Unless, of course, you’re
a hardened techie that enjoys the gym (and, perhaps, that harbours a secret
penchant for pink mp3 players).
With the much needed iPod refresh out of the way, Steve turned his attention
to iTunes 7 - a central component in his plan to take over the world’s living
rooms. I can’t offer any real impressions on it yet; after installation, it
handily, and annoyingly started a process of “determining gapless playback
information” on my entire collection. I’m not sure why, and I didn’t get a
choice - it just did. Since then I’ve only had time for a quick play.
It looks nice though. It’s got a new, yet very familiar interface, that’s
cleaner, more elegant, more open. Dare I say, it’s use of icons and clean
space makes it look a bit more “web 2.0” - whatever that means. The iPod now
has it’s own section of iTunes - a selection of tabs allow you to control most
elements of synchronisation. And there’s a handy, colour coded graph to tell
you what’s taking up all that room (divided into games, videos, music, photos
etc). The whole thing works very nicely.
Other new features in 7 are automatic cover art retrieval from iTunes (if
you’ve got an account) and Coverflow, which allows you to flick through your
virtual cd collection, intent on finding that old Stone Temple Pilot album
with the dragon on the front. Or something.
Interestingly, and refreshingly, Apple have bought the Coverflow technology
from the brains at SteelSkies. Why refreshingly?
Because in the past Apple have been known to “borrow” ideas from other apps in
and integrate it into their own software. Dashboard, anyone? Is this the start
of a new precedent for Apple? Have they taken a leaf our of Microsoft’s book?
Either way, credit to them for paying for the idea, instead of just stealing
it.
So that leaves us with two “one more things”. The first, full length movie
downloads from iTunes, is hugely unexciting for those of us not in America, as
it’s not being launched outside of the US yet. Although, to be honest, I’m not
entirely sure it’s that exciting for anyone in America. Hopefully a few
commentors can clarify this for me.
Why is it not exciting? Because I’m convinced that people aren’t going to want
to watch films on their computer. I’ve got a lovely, big, widescreen monitor
and I have little desire to watch full length movies on it. Perhaps I’m wrong;
perhaps there’s a huge market for it, but I’m not convinced.
Nor am I convinced by portable full length movie downloads. The price of
portable DVD players is so low these days that I see these devices as a more
viable option for portable film. The production values, and episodic nature,
of tv make it more palatable on the move - although I’m not even sold on that
idea - but I can’t see movies taking off in the same way. Apple, clearly,
don’t agree.
They do have a secret weapon though. If, as I suspect, the movie downloading
public don’t want to watch downloaded movies on their computer, they need a
way of watching those movies on their televisions. Enter the horrifically
named iTV.
Boldly going where only Microsoft Media Center Extender devices have gone
before, iTV - which is not only the name of a television channel in the UK,
but also encroaches on the namespace of EyeTV, an application that’s already
available on the Mac for viewing and recording TV - serves to stream your
movies (and presumably tunes, photos, and other desirable content) from any
connected Mac.
It’s a great idea. It’s not an original idea - Media Center extenders, and an
accompanying install of Microsoft Windows Media Center edition will accomplish
a similar overall effect, as will an Xbox 360 and Media Center. There’s a
significant amount of additional labour involved with the Microsoft solution,
however. In theory - using Apple’s Bonjour technology to automatically
discover your content - iTV will require no effort. I have no doubt that it’s
overall power and extensibility will be limited in comparison to Redmond’s
offering, but when you’re dealing with the sort of audience that Apple are -
the iPod Generation - is that really going to put them off? If we’re honest,
do any of us prefer hours of fiddling about over instantly functional kit?
And what’s more, how many of the so called iPod Generation have heard of Media
Center? I consider it to be one of the best products that Microsoft have ever
released, and yet they don’t promote it. With the arrival of Vista - which, in
its Ultimate Edition incarnation includes Media Center - things might change,
but right now I’d be willing to bet that more people are aware of Apple’s as
yet unreleased iTV device than they are Media Center, thanks to the fanfair
that surround these events.
And yes, you read that right - “as yet unreleased”. This was a sneak peak.
It’s not available from the Apple Store now, as Steve is so fond of saying. It
will be - next year - but not yet, and certainly not “now”. If you fancy
streaming your Apple content to your TV, early 2007 is a date to put in your
calendar. Or, you could buy yourself a Mac Mini - which would presumably
accomplish the same task, and more besides.
Until we actually get to play with the device, it’s probably best to reserve
judgement. But given its component, and HDMI output, slimline Mac Mini
styling, and attractive FrontRowMax user interface, it’s a device I’d like to
get more acquainted with.
Apple have quoted $300 for their iTV device. Is this too much? Possibly. But
I’m sure an awful lot of people said that about the iPod. Apple have set sail
for their next uncharted territory - Video. They might not yet have a full
crew, and the wind might be slightly against them right now but, as they say,
anything can happen at sea. I’m not sold just yet - my Media Center
installation is a difficult beast to part with, and Apple need to offer me
something extremely compelling to tempt me away.
So it’s coloured nanos, micropayment mini games, and full length movie
downloads vs Microsoft’s Zune this holiday season. Expect an announcement, and
full analysis, of that product soon.
