We all know that Apple and Google are competing with each other in the mobile OS market, and they will soon be battling it out with their TV set-top-box devices. The two have very different approaches, Apple makes their hardware, as they do with the iPhone: Google has partnered with the likes of Logitech and Sony to make theirs.
Steve Jobs always maintained that Apple TV was just a bit of fun to them, but with the new version we believe that this is no longer the case. Apple knows that this market is not expanding all the time, and with Google getting in on the action they need to be ready.
There is no denying that the design of the smaller Apple TV design leaves a lot to be desired, but compared to the big and bulky Logitech Google TV its not hard to know which will stand out like a sore thumb next to your other media devices.
The new 2010 version of the Apple TV is in a sense future-proof, not only is the hardware more than enough for its current needs, but iTunes Cloud is where the device will truly shine.
Apple is investing heavily in cloud, and although I am all for it — I just wonder if we are there yet. What I mean by this is simple, cloud storage and computing is dependant on your Internet speeds — this need improving before we all make the transition to Cloud storage instead of the standard means.