Apple’s strategy at home was turned upside down with the demise of the original HomePod. It happened just over a month before the April event, where there was hope for a new generation. However, he did not come. What we have seen is the new version of the Apple TV 4K and its redesigned Siri remote.

For many, Apple TV has lost its meaning more than ever, as it does not provide access to any type of exclusive service or application (like Apple TV +). This is expressed by industry experts like Mark Gurman, who sees 2023 as the lifeline of the show.

Break the Apple TV in half

Samsung announced that its televisions will integrate AirPlay 2, HomeKit and iTunes in January 2019. Other brands like Sony or LG have also joined the announcement, as well as Vizio. Over time, this version of iTunes evolved into Apple TV +, Apple’s streaming service. And now we even have Sony’s PS5, which comes with a six-month free supply.

As it became clear that the expansion of these features was serious, many of us wondered where the Apple TV was. Until now, the set-top box had exclusive rights to all of these functions on the living room screen, losing its meaning after its value proposition was broadcast.

After two years in which the number of smart TVs, manufacturers and devices acquired one or more of these features, no one would have been surprised if the company had taken the Apple TV off sale. Instead, it launches a new, more powerful version, with better capabilities and a new remote, which improves on the main complaints of the previous model.

So, Apple decided to separate the star functions from the device that performed them exclusively. And, on top of that, it does away with the speaker that was meant to deliver a premium audio experience in the home, with no substitutes in sight.

Apple TV + and the iTunes route on Windows

As usual, the company has not disclosed its plans for the smart home. Little is known about it thanks to Gurman, beyond the fact that the R&D department of Cupertino fiddles with strange prototypes which have no meaning for the moment. An Apple TV with integrated sound, a HomePod with an iPad screen? Combining two products together is not the way Apple works at all.

So we are left with the question of why the company decided to separate Apple TV from Apple TV + and other functions. From my perspective, Apple TV + and others play a role similar to the arrival of iTunes on Windows in the iPod era. Until October 2003, it was necessary to have a Mac to be able to synchronize an iPod with our music. The Windows version reduced this requirement, greatly increasing the potential market for the iPod.

Like Apple Music which you can listen to on Amazon Echo and Google Home, Apple TV + is also cross-platform.

Apple does not sell its own television. Apple TV is a good option, but it’s not as popular a product as the iPhone, especially when there are alternatives for as little as $ 25. Therefore, an Apple TV + subscriber is very limited when it comes to watching their shows and movies at home and on a big screen other than iPhone, iPad, or Mac.

By adding competing TVs, consoles, and sticks, Apple is ensuring that subscribers to its nascent service aren’t just confined to iPhones, iPads, and Macs, but also not Apple TV, which it understands. it does not compete with them. Apple’s streaming service overcomes these shackles to find its own destiny, like the iPod with iTunes.

What is Apple TV for

Apple TV has never claimed to be a popular accessory. Its problem is not its price or its format, since its raison d’être is to offer the best television experience for an Apple user. And as it is, it seems to fulfill its role since Cupertino has endowed it with a new generation.

This device is for users who want to dive deep into the Apple ecosystem. One that depends on your commitment to what the brand offers. Some AirPods are closely related to the iPhone, while the Apple TV is a more independent device with a narrower value proposition.

Apple continues to bet on its Apple TV, because with this new model two of them have arrived: Thread for better home automation and sound from TV to HomePod. Both will mark the future of this accessory.