Apple introduces ‘Ping,’ revamping iPod lineup

SAN FRANCISCO — Signaling the growing importance of both theover-the-top market place and the role of Netflix in Hollywood,Apple rebooted its TV strategy on Wednesday via deals to streamNetflix content as well TV shows from ABC and Fox on a revampedAppleTV device.

At a press event in San Francisco, Apple CEO Steve Jobs stated Appleis ditching its buy options for the Apple TV, turning thedevice into a rental store only. Also, the price will drop from to$99 from $229 and the device will be available to consumers inabout four weeks.

But the technology giant hasn’t convinced everyone to come onboardthe new Apple TV train yet. Only two TV networks have struck dealswith Apple to offer their TV programs for rental only at 99 cents.That’s a change from the standard $1.99 buy price for TV showson Apple TV previously, with some having been priced at $2.99 inHD.

However, Jobs anticipates the other broadcast networks and studios toplay ball. “ABC and Fox are taking the steps with us, offering theshows for 99 cents and we think the rest of the studios will seethe light and get on board fast,” he said, in an event that wascapped by a piano performance three songs by Coldplay’s lead singerChris Martin on stage at Yerba Buena Center in San Francisco. SteveJobs introduced the frontman for the Grammy-winning group, citingColdplay’s 50 million downloads in the iTunes store.

Jobs introduced several new iPods at the event, but the centerpieceproduct was the revamped Apple TV, now one-quarter the size of theprevious version.

With the Netflix deal, Netflix now has an even wider berth for itsstreaming service. The service already runs on Xboxes, Rokus,Blu-Ray players and other alternative devices that consumers hookinto their TVs.

The makeover was necessary because the Apple TV hasn’t taken off,Jobs said. “We introduced it four years ago and we sold a lot butits never been a large hit. Nor has any competitive product. Nothinghas been a hit in the living room,” he said, then demonstrating theTV rental abilities by showcasing a scene from the finale of thefirst season of “Glee.”

While YouTube content and podcasts have been part of Apple TV andwill remain core features, the Hollywood deals are most vital tothe service.

“What have we learned [from Apple TV], is the No. 1, 2 and 3 thingthey want is Hollywood movies and TV shows whenever they want,” hesaid. “The do not want amateur hour. They want professional contentand they want everything in HD.”

First-run HD movies will be available for $4.99 the day and datethey come out on DVD, Jobs said, but did not elaborate on any newdeals with film studios.

While Apple has not been successful as an alternative TV provider,the company’s Apple TV reset raises the specter again of cordcutting. But despite the plethora of options for watching TV showsand movies on alternatives devices from mobile phones to gamingconsoles to computers themselves, there is tiny evidence yet thatcustomers are ditching their cable service to go broadband-only.

Leichtman Research Group examined official data from cable andsatellite providers and found that in the last year the largest TVproviders added more than 1.7 million new video customers signingup to watch cable TV shows.

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• Apple unveils new iPods, TV show rental
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• ’90210′ on Monday in new CW lineup
• ‘Eclipse’ soundtrack lineup revealed today

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Submited at Wednesday, September 1st, 2010 at 7:00 pm on Music by admin
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