As Macworld San Francisco approaches, my thoughts naturally (well, natural for an Apple fanatic such as myself) turn to new products that Apple might announce. A little over a year ago, Apple announced a big update to Apple TV, which they dubbed Apple TV 2.0. And while I've been using this software all year, and some things are surely nice about it, in general, I am left wanting.
It seems like the general direction that video over IP is taking is flash content, viewed in a browser. And while I generally loathe flash, this technology actually provides the most open environment. By open, I mean that any company is able to start up, and using flash, start providing video over the Internet. To problem is that devices that aren't capable of running flash and/or a browser are left out from the viewing experience. So, I end up watching video content on my Mac on my desk, that I would much rather be watching on Rushabh's TV from my couch.
And while it's great that Apple TV provides the ability to watch YouTube videos, I just don't see Apple chasing down every little video startup and writing support for said startup's videos on Apple TV. The solution that Apple needs to deploy here is the same that they have already deployed for the iPhone -- Apple needs to create an App Store for Apple TV.
If Apple created an API and an App Store for Apple TV, then any video operation, such as Vimeo, Seesmic, Qik or even Hulu, could write a native app for Apple TV, and let me watch their wares from the comfort of their couch. And while in general, I prefer to have zero advertisements in the content that I watch, I also don't want to pay a lot of money. While there are some shows, like Joss Whedon's upcoming "Dollhouse", that I can't wait to buy ad-free (and own) from iTunes, there are other shows that I would rather stream, even if it meant I had to deal with ads. And while I applaud Apple's approach that has limited advertising, the realist in me has given into the fact that with the shift from broadcast to broadband, we're not going to be able to eliminate the ads.
I think that Apple TV would have been a monster hit for Apple if iTunes could rip DVD movies as easily as it can rip CDs. But the DRM / DMCA / MPAA gestapo has put the kabosh on that, and so if Apple wants Apple TV to become a smash success like the iPod, I think that they are going to have to let other people come in and play.
I have been reading about this Boxee service, which appears to implement some of what I describe. I plan on checking it out next year, when it goes into a more open alpha test. If it works as advertised, I may not have to wait around for Apple to get around to something that they might not even do (but that I totally think that they should).
-Andy.