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January 31, 2008, 9:21 am

Apple TV Take 2: What’s the hangup?

picture-26.jpgGiven the excitement with which the reinvention of Apple TV was greeted when Steve Jobs announced it two weeks ago at Macworld, it’s surprising how little critical attention has been paid to the fact that the free update he promised to deliver by Tuesday has run into a snag.

The news was slipped into an Apple (AAPL) press release about the Macbook Air that was issued on Wednesday. Apple TV’s second coming is now due “in a week or two” or “within two weeks,” depending which paragraph you read.

Why the delay?

The update, according to the release, is simply “not quite finished.” But that hasn’t stopped outsiders from speculating that there might be more going on.

Could it have something to do with that awkward moment in Jobs’ Macworld keynote when he went to demo Flikr photos on Apple TV and the giant screen went blank? (”I’m afraid Flikr’s not serving up the photos today,” he joked, but you know that inside he was fuming.)

Or could the hang-up be, as Valleywag’s Jordan Golson speculates, some last-minute wrangling with the movie studios? If that’s the case, a week or two may be optimistic.

I’m reminded of Daniel Eran Dilger’s lovesong to the new Apple TV posted in Roughly Drafted last week, in which he praised it as “a full fledged, self contained media computer for watching and ordering Internet content” and bid good riddance to Blockbuster.

With the iPhone now running along smoothly at top speed, Apple now has the opportunity to fire up Apple TV as its fourth engine [of growth]. This time, the professional naysayers only have a couple weeks to disgorge their rivers of fear, uncertainty, and doubt before Take Two hits the public’s hands and shows up their analysis as the stupefying nonsense that it is. (link)

Apparently Apple saw fit to give the naysayers another week to two.

See. I told you. The Apple TV Take 2 update has been released. Thank you, Apple. Keep the quality innovation coming.

Posted By Nick, Philadelphia, PA : February 12, 2008 3:46 pm

One more thing. If the announcement that the Apple TV Take 2 update will be delayed for a week or two on January 30th, then that gives Apple two more days. I would be surprised if I go into this coming weekend without the new update.

Posted By Nick, Philadelphia, PA : February 11, 2008 12:04 pm

Interesting comments above and I especially enjoy the speculations. Apple is known to provide a quality product right off the bat, with very few exceptions.

I am a proud owner of an Apple TV and have been since the day it came out last March. I have had no issues with this “first-release” technology. Having little or no glitches on a “first-release” technology is very uncommon. Except from Apple.

They have been very consistent in good quality products with what they release to the public. I believe that might be their main concern with the Take 2 delay. They want to make sure it is Apple Quality. I have been very excited to get the update but will be patient and have faith that it will be out shortly.

And to some of the comments above… Those who bash Apple, probably do not own an Apple product outside of an iPod. And your punishment is that you get to work in a Windows Operating System.

Posted By Nick, Philadelphia, PA : February 11, 2008 11:57 am

Apple recently ran an employment ad for a S/W engineer dedicated to the AppleTV product. This could be translated to mean lack of resources..

Posted By Ototo Castro Valley, CA : February 3, 2008 9:04 pm

We have thousands of journalism schools here in the US. Perhaps Fortune might think about hiring one of their better graduates.

ex ped: Really? Thousands? I’d very surprised if there were more than 100. But there’s a good one at Syracuse University, Joe, if you’d like to try your hand.

Posted By Joe, Syracuse, NY : February 2, 2008 4:25 pm

Apple is nothing more than a one trick pony.The company recent turnaround is coming of the back of its popular ipod. They made like 6gens of it. they spun it into an iphone and an itouch. itunes has grown in market share because it locked into it. it has even managed to help sell its overpriced computers. everything else the did flopped. mac air flop, rental service will flop and appletv will flop.

Posted By macdisser,bronx,ny : January 31, 2008 6:52 pm

Does this guy have problem with Apple, I didn’t see till now any kind of positive columns regarding Apple even though we can see the kind of quality products Apple provide the world market.

Unfortunately that media sometimes forget their main task or the common sense of constructive criticism from being part of wheeling power.

I hope we can recognize the contribution this company did to the world of innovation and tomorrow concepts being realized today.

Posted By Ezat, Montreal, Canada : January 31, 2008 4:31 pm

but that doesn’t keep people from speculating.

Imagine that.

We could all take turns speculating and make a party out of it. My turn, what if they are late because they have been working on secret anti terror software for the government?

Come on, it’s not that bad a guess, but for this site I need to fit the theme of negativity so I’ll try again. How’s this, Steve Jobs had a secret affair with the lead engineer on the project and now she is pregnant and won’t finish the software until Jobs claims the child as his?

See, I can speculate with the best of them. None of it has to be true because it’s all speculation, so you can make up anything you want.

Go ahead and give it a try.

Posted By Nodack, Phx AZ : January 31, 2008 2:20 pm

Damn that Green Man! Someone has got to put a stop to him now! Elmer?

Posted By Abe, NY, NY : January 31, 2008 2:04 pm

Apple has a LOT riding on this. Apple TV is potentially the “next iPod”. How well this upgrade works will be a big factor on how the iTunes HD movie rental business is initially received and what kind of buzz it generates. IMHO, this update was THE big announcement at Macworld, and Steve Jobs is going to make damn sure it’s as good as it can be before we see it!

Posted By Alan, Muskegon, Michigan : January 31, 2008 12:12 pm

It must have something to do with the options scandal, … or the green man resting on a rock on Mars.

Posted By Pete, LA, CA : January 31, 2008 11:44 am

I do own an AppleTV. I bought it last week assuming the update would be available this week. If the update isn’t available before Apple’s not-so-generous two-week return date I am taking it back and refusing to pay the 10% fee. I really couldn’t care less what the reason behind the delay is. If Steve announces a date at MacWorld he should have everything ironed out. Anything else is an excuse and puts Apple in the same amatuer league as its competition.

Posted By James, New York, NY : January 31, 2008 10:48 am

would you one day write something positive or at least neutral about AAPL?
Don’t you get tired or ashamed of bashing it?
Microsoft delayed windows vista for 3 years. Sony delayed the PS3 for 1 year, etc..
Now you are reading too much into the couple of weeks push.
What if instead of speculating on something negative, AAPL is delaying the Apple TV take 2 so they can better address the 24r window so people can watch it longer. What if they are adding a surprise feature that makes it compatible with a possible youtube technology upgrade. I don’t know? but why are you always a hater with no facts?

Posted By Fred, Los Angeles : January 31, 2008 9:55 am

YOU’RE A BITTER LITTLE PILL, AREN’T YOU?

ex ped: What’s that line from The Sweet Smell of Success? J.J. Hunsecker to Sidney Falco: “I’d hate to take a bite out of you; you’re a cookie full of arsenic.”

Posted By Jim, Richmond VA : January 31, 2008 9:49 am

Perhaps they haven’t gotten all the movies encoded for the rental service that they wanted to have at launch. I’m talking the HD versions of the movies.

Posted By Greg, Dallas, Texas : January 31, 2008 9:49 am

Or could it be they are simply taking the extra time to ensure they deliver a bug-free product that delivers an engaging experience?

Posted By Deane Thomas, Brooklyn, NY : January 31, 2008 9:42 am

Mr. Dewitt, Do you own Apple Tv?, if you do I could see why you might be concerned, If you don’t own, why do you care?
Thomas A. Gaughan

Posted By Thomas A. Gaughan Hallstead PA : January 31, 2008 9:38 am
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Philip Elmer-DeWittSilicon Valley veterans like to joke that Steve Jobs must be surrounded by a reality distortion field; if you get too close to him, you start to believe what he's saying. Thanks to the success of the iPod, the launch of the iPhone and the renewed interest in the Mac, Apple has made believers out of millions of customers - and made a lot of investors rich. But Philip Elmer-DeWitt believes that an ounce of skepticism never hurts when writing about the company. He should know. He's been covering Apple - and watching Steve Jobs operate - since 1982, first for Time Magazine, then for Business 2.0, and now for Fortune.
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