Bloomberg Bussinessweek has posted a follow-up piece for their article that reported Apple was preparing to introduce 99¢ TV show rentals alongside a redesigned Apple TV at the September 1st media event. This piece specifically focuses on Apple’s attempts to break into the video rental service, and their tempered expectations for widespread success.
My sense is that Apple doesn’t plan to overplay its hand, by making too much of this mobile TV opportunity. This isn’t another “revolution” in the making. Even if Apple wanted to try for that, studios have all but nullified the possibility by refusing to let Apple sell subscriptions to your favorite shows, to be watched whenever and as many times as you like.
Additionally, the report also claims that Apple CEO Steve Jobs even has limited expectations for the revamped Apple TV that is expected to be announced at the media event.
Even with the refresh, Jobs isn’t convinced the new version will be a mainstream hit, says the person familiar with Apple’s plans. Most consumers aren’t ready to cut the cord to their cable company, or put up with the tech-nastics required to stream content from the iTunes collection on their PC to their living room big-screen TV. In other words, it’s a product that at best will delight some of the “hobbyists” that have always been interested in the product.
Ok, it sounds like Apple is hoping for them to sell better than the current Apple TV but they don’t expect a flurry of media attention, and a firestorm of sales. If there would happen to be unexpectedly high sales of the device, you can bet your bottom dollar that there will be wait period for that device too, seeing as how Apple is not expecting a hit on their hands.
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