Former Apple chief executive John Sculley thinks the expected Apple TV revamp has the potential to ‘reinvent television as we know it’
The revamped Apple TV expected to be announced alongside the latest iPhone 6s and iPhone 6s Plus next week represents the opportunity for the company to reinvent television, John Sculley has said.
The former Apple chief executive told the Telegraph it was the “perfect time” to release a new set top box in the wake of huge telecoms deals and the unbundling of Pay-TV in order to compete with online streaming services including Netflix and Amazon Prime.
The Californian company is believed to be planning to reveal its fourth generation Apple TV on Wednesday September 9, rumoured to sport a touch-pad remote, extra inbuilt storage and Siri voice control for browsing and selecting programmes.
“I think it’ll be built around an entirely new user experience, because I’m an experienced marketer; a user experience that won’t make us want to throw away the clicker with over the top networks, [that's] incredibly frustrating,” he said.
“I don’t know how it works in London, but in the US you have to key in with this handheld remote when you want to get your password in to get access to one of the other top services, it’s just horrible. You can’t believe that the cable companies have us in the stranglehold of something so archaic.
“In any event I think if you combine Apple’s one-touch fingerprint button and put that together with something much more advanced than Siri in terms of a voice interface, and Apple’s incredible ability to put technologies into an experience, they’ll reinvent television as we know it.”
John Sculley served as Apple’s chief executive from 1983 to 1993, working closely with the late Steve Jobs.
Apple is said to be planning to create its own original TV shows, as a report claims the company attempted to bid for Jeremy Clarkson, Richard Hammond and James May, the former stars of the BBC’s Top Gear, eventually losing out to Amazon .
Rumours have been circulating that Apple’s own digital subscription streaming service has been delayed until early next year, following difficulties in negotiations with TV content providers including CBS and 21st Century Fox, according to Bloomberg .
“I think the whole television industry will go through an incredible period,” Sculley added. “First people will look at what Apple does, and it will set the pattern for others to follow and many to copy. Second of all, it’s gonna be the first shot of change in the world of video, as we start to see the unbundling of cable services, mobile video forming different alliances, such as Verizon’s acquisition of AOL .”
The first Apple TV box was released in 2007 alongside the very first iPhone, and allows owners to navigate digital iTunes, Netflix, Now TV, YouTube, Hulu Plus and Vevo content using its remote control or through their iOS devices.
Apple TV has long played second fiddle to the company’s more glamourous phones and tablets. Back in 2010 chief executive Tim Cook said Apple TV was ” just a hobby ” and that Apple remained committed to the production of its mobile devices, with the vast majority of its revenue coming from iPhone sales and its content.
This article was written by Rhiannon Williams from The Daily Telegraph and was legally licensed through the NewsCred publisher network.