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Where the hell is the Apple TV?

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Three years have passed since the last upgrade of the set-top box Apple TV. But the Apple Company, following its next WWCD event, has not even uttered a word about the future of its media box. As they say, another Apple’s event held, and there is no sound of the Apple TV once again.

The box for displaying streaming video by Apple has already existed for three years without upgrading, while Internet TV has grown, becoming more available. During that period the Apple’s history had a lot of bright events and activities, but none of them found time for a serious discussion of the Apple TV’s future. However, the agenda of the conference for developers last month was to be different from the usual course of events.
There have been recently a lot of press reports that the consumer electronics giant from Cupertino, California, releases a new set-top box Apple TV, which will appear simultaneously with Internet TV platform. In March, Apple reduced the price of its commercial set-top boxes for streaming media from 99 to 69 dollars, which was interpreted as an evident signal that the company cleared its warehouses prior to releasing a new version.
However, on coming nearer the World Conference for developers, it became clear that the prospects for hearing something about the new device for streaming video were becoming increasingly vague. According to press reports, Apple failed to conclude contracts with producers of TV programs and to form timely a suitable package of TV channels for that new platform.
The lack of any action associated with a possible draft of presentation, outlines the serious problems faced by even such powerful players like Apple, while introducing a video service, aimed at changing the status quo. The suppliers of TV content, for example, can wait for more favorable conditions. The conclusion of copyright contracts with hundreds of local TV channels is not so easy, as the conclusion of contracts with several parent companies.
The reduction of prices of set-top boxes Apple TV, meanwhile, can reflect not only the Apple’s production plans; it can just be recognition of cheaper products of competitors. Dongl Chromecast by Google, which allows you to watch online video, can be purchased for $35. And the most important is that even in view of lacking any significant marketing mixes, technical upgrades or launch of new up-to-date services, the sales of Apple TV are more or less good.
This means that Apple has no real sense to introduce a raw product in the market. Thanks to its promoted trademark, Apple may wait to do everything as it should be. The company has never experienced failures due to doing something after the expected deadlines, while its competitors did it, thus please remember the success of iPod, which appeared on the market represented by other models of digital players, or iPhone, which was far not the first smart-phone. At the same time, the company’s image can be affected by placing on the market a product that would not meet the expectations, rather than to wait and do everything as it should be.

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For many years the opportunity to view traditional TV programs via the Internet remained an unattainable dream, as the rights holders were not in any hurry to sell rights to broadcast their channels, being afraid that so-called OTT content delivery could reduce the number of those who watched TV channels via traditional content distribution systems, such as platforms of cable or satellite operators. However, after the number of subscribers to traditional pay-TV platforms started decreasing anyway, the networks began to revise their principles and gave the opportunity for emerging new online players like the Platform Sling TV by Dish Network and PlayStation Vue by Sony.
The platform Sling TV is a service that for a subscription fee of $20 per month makes it possible to watch over than 20 line TV channels in a streaming mode with optional additional packages for a certain fee. The platform PlayStation Vue offers a similar service to the residents of Chicago, New York and Philadelphia, who own set-top boxes PlayStation; this platform includes a great number of channels – up to 60 – but the subscription fee for its users is $50 per month.
If Dish Network and Sony managed launching their OTT-platforms, why can not Apple do it?

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