By Natasha Sinha '18

The October launch of Apple TV is going to revolutionize how viewers watch TV. Featuring more powerful and improved remotes, Siri, and the use of popular streaming services, Apple TV is a small entertainment device that retrieves digital data from a number of sources and streams it to a capable TV. Furthermore, Apple sees the future of television heading towards apps, and has even decided to open Apple TV up to apps from third-party developers. If creators apply the same magnitude of technological advances to the TV as they did to the iPhone, there is no doubt Apple TV will take the lead in home entertainment.

The main obstacle in changing television currently is the “input” problem. Every TV has two inputs: the primary input is used for traditional TV services, while the second input is always used for accessories, such as a DVD player, and now, streaming boxes such as Apple TV or Roku. Each input requires a different remote as well as the streaming box. However, Apple TV’s approach is different – if the apps are right, it could take over the primary input. Analysts believe that Apple TV could essentially turn the normal TV into “dumb glass,” meaning the monitor would simply display whatever is playing on the Apple TV device. The new gadget is inexpensive as well – with an initial cost of only $150, it would not be too expensive to upgrade it every so often, allowing customers to keep the same TV for years.

During Netflix’s last earnings call, CEO Reed Hastings expressed his belief that within the next 20 years, internet TV is going to replace traditional TV. Additionally, when introducing Apple TV to the public, Apple CEO Tim Cook stated that “the future of television is apps.” 60% of video streaming is done on an Apple device, while 100% of that streaming is through some sort of app, which Cook believes provides a better experience for the viewer. In fact, prior to the launch, Apple released a software toolkit for third-party developers to create their own apps for Apple TV.

Analysts believe that the Apple TV launch sent a warning to the cable television industry. Instead of having dozens to hundreds of channels to watch, customers will now have access to thousands of apps to enjoy on their TV, ranging from games to entertainment apps to e-sport apps, similar to Wii sports. Furthermore, the iPhone feature “Siri” will be brought on to Apple TV as well, allowing users to search for certain actors, for example, through speaking. Siri searches not only through Apple services, but also through streaming services such as Netflix, Hulu, and HBO.

Already a leader in several entertainment technology industries, Apple seems to be receiving raving reviews on the new product. Some critics are even calling it the best TV streaming device on the market for the best price. What places Apple at the top, yet again, is that developers are able to interact with the widest of audiences. The TV industry is undoubtedly changing, and Apple seems to already be one step ahead.

 Sources:http://www.businessinsider.com/the-new-apple-tv-is-going-to-blow-up-the-tv-industry-2015-9http://www.wsj.com/articles/apple-tv-review-a-giant-iphone-for-your-living-room-1446080460?mod=ST1http://fortune.com/2015/10/29/new-apple-tv-reviews/http://timesofindia.indiatimes.com/tech/more-gadgets/Can-Apple-TV-be-the-iPhone-of-television-industry/articleshow/48915545.cmsPhoto:https://az598155.vo.msecnd.net/wp-uploads/2015/10/apple-tv.jpg