7.6.10  Apple employees are sworn to secrecy but somebody is talking over there.

“The people familiar with the company’s plans also said that Apple executives are well aware that the battle for the living room is going to be arduous, and that the company must get it right the next time.”

My wife gave me an Apple TV last Christmas but I asked her to return it to the store.  Looking at the home entertainment console groaning under the weight of the cable box, the Wii and the DVD player, I wasn’t ready to add another level of confusion not to mention a fourth remote.  But quietly I hoped that someday there might be  way to cut the cable cord and lose some of the expensive clutter.

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UPDATE  8.22.10
A la carte television sounds like a wonderful thing particularly since I don’t want to pay for all those sports and home shopping channels and besides the “over-the-air” nets should be free, right?  So why has it taken so long to break the cable and satellite monopolies?  Perhaps we need the prophet Jobs and his army Apple to topple the old temple of Sodom and Gomorrah.  Kevin Rose swears it will happen but don’t hold your breath.
Hell, I will even buy an iPad if it will free me of the local cable bill.  Just get me out of this indentured servitude. Please.
Update: 8.25.10
According to the The Wall Street Journal:
The company is working on a new device that would allow users to stream video, such as rentals, to their TV sets, according to a person with knowledge of Apple’s plans. Unlike Apple’s existing Apple TV hardware, which stores downloads users can access on their televisions, the new device would act as a conduit for streaming media more directly, and could be announced as early as September, the person said.

Apple declined to comment.

Lower prices for TV shows, along with the new TV-streaming device, could help Apple in the pitched battle to pipe content into American living rooms. Traditional cable- and satellite-TV providers are already facing competition from companies including Netflix Inc. and Hulu LLC. Google Inc. soon plans to roll out its own Web-TV service, too.

Media companies, however, have been wary of pumping too much content online, worried that they could encourage viewers to cancel their monthly TV subscriptions. The tens of billions of dollars media companies make each year from monthly bills are a key source of profits

Source: wsj.com

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