Apple TV Still A “Hobby”Feb 23rd, 2010 | By James Lewin | Category: Internet TV, Video
Apple Chief Operating Officer Tim Cook, speaking today in San Francisco, explained why he believes the Apple TV is a great product, but there just isn’t a large enough market to make the hardware worth a great deal of concentration from his company.
The product is a “hobby,” he said, because it doesn’t compare to the phone, computer and MP3 player markets in terms of sales.
“Apple TV is still a hobby,” he said. “We’ve been very clear about that.”
But he also suggested the company’s set-top-box device wouldn’t necessarily lay dormant. It may just take time for the potential market to grow.
“Because our gut says something’s there, we’re continuing to invest in this,” he said. “But today, it’s still just a hobby.”
Apple TV’s adoption has stymied by Apple’s inability to get workable content deals for the device.
But this may be a chicken or the egg issue. Content providers are going to be hesitant to make deals with Apple unless it can make Apple TV a platform to be reckoned with.
This isn’t going to happen unless Apple opens up the platform to applications and lets Apple TV develop into a social platform for interacting with Internet content.