Back to selection


From today’s D8 conference, a comment by Apple’s Steve Jobs that resonates with the recent conversation here on the blog about internet TV.

Q: Hi, I’m from Hillcrest Labs… do you think it’s time to throw out the interface for TV? When will Apple do something there?

Jobs: The problem with innovation in the TV industry is the go to market strategy. The TV industry has a subsidized model that gives everyone a set top box for free. So no one wants to buy a box. Ask TiVo, ask Roku, ask us… ask Google in a few months.

So all you can do is ADD a box to the TV. You just end up with a table full of remotes, a cluster of boxes… and that’s what we have today. The only way that’s going to change is if you tear up the set top box, give it a new UI, and get it in front of consumers in a way they’re going to want it. The TV is going to lose in our eyes until there is a better go to market strategy… otherwise you’re just making another TiVo.

© 2016 Filmmaker Magazine
All Rights Reserved
A Publication of IPF