Apple has introduced a new refresh to the Apple TV, dubbed the "hobby" by Steve. The new model is considerably smaller than the one it replaces. Measuring just a fourth of the size of the original model.
However, there is no sign of it being capable of running iOS 4 apps. In fact, Apple appears to have gone the opposite direction by removing all storage from the device.
Apple thinks that this time it's cracked the difficult set top box market. "They [customers] don't want another computer" said Steve "and this is really hard for people in the computer industry to understand. But people understand it."
"They don't want to sync to a computer" said Steve, "It's too complicated".
The new Apple TV comes with 802.11n Wi-Fi and an Ethernet connection plus a HDMI connection and uses the aluminum remote.
"They want Hollywood movies and TV shows whenever they want them" said Steve and "they want everything in HD. They don't want amatuer hour they want quality" said Steve.
Apple has gone with a complete rental model for hte new Apple TV. "there's no purhcases on iTunes any more" said Steve. "There's no storage problem any more because you don't buy anything any more."
However, you can stream content from your computer. "There's no syncing required. It's super-easy to stream stuff" said Steve. Users can also stream content directly from an iOS 4 device (like the iPhone or iPad) and see it directly on an Apple TV.
The Apple TV also works with YouTube and Netflix (in the USA). However, Steve made no mention of of the popular Hulu service in the USA and there is no specific UK service available such as iPlayer.
Apple has also cut the price of the device to $99 in the USA and 99 in the UK.
TV show rentals will cost 99c in the USA (UK pricing TBA). Apple points out that this includes approximately 23 VAT, duty, and levies.
Users can pre-order today and it will be available in around four weeks.
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