New Apple TV For $99: Reasons For 2010 Update

We have taken a look at the new Apple TV and posted information on the $99 price, release date, and a hands-on. As an owner of three Apple TV’s, I am pretty impressed with the setup of the old Apple TV but do see a lack of features.

The New Apple TV is cheaper and much smaller, our current Apple TV’s have 160GB hard drives and they do not even use them, instead we stream the content from a main computer (the new Mac Mini Server). So the new “Streaming Only” Apple TV is a good idea at the right price for us.

Apple iOS apps would have been welcomed, and this option could have given Apple a jump on Google and Amazon, although we would imagine Apple are already making plans for this.

What are Apple’s reasons for the new black and tiny Apple TV? Steve Jobs took to the stage on September 1, and give his reasons for the new Apple TV. He explained that they have listened to what “we” want, and then continued to show our wishes.

Consumers do not want a computer on their TV, they want everything in HD, do not want to manage storage or sync to a computer, they want Hollywood movies and TV shows, and the hardware must be small, silent, and cool.

Enter the new second generation black Apple TV that is one fourth the size, includes a slick silver remote, power, HDMI, network and optical ports. The new device will have the largest library of HD movies in the world, same day they release on DVD. Rotten tomatoes reviews and more info about actors are included.

While there are no purchases anymore (all rentals) on the new Apple TV, this does raise questions for the owners of old Apple TV’s. We have three of these, and have ordered one of the new 2nd-gen Apple TV’s, but Apple have said the new software update will not be on the old Apple TV, so what of existing hardware?

These are Apple’s reasons for the new device, but how do you feel? Is the new Apple TV a success or failure for you?

Written by Daniel Chubb

Daniel is the CEO of Dansway Communications LTD and founder of; a top blog dedicated to breaking tech news, hands-on reviews and delivers real solutions to everyday consumer electronics hang-ups.

Daniel now spends his time keeping an eye on the latest technology and business trends. Also developing other blogs/news sites in the entertainment and business industries.

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CharlesApple TV SpecialistJose ReyesAscylto Recent comment authors

Interesting…. I may purchase one for an additional room, however I really like my current Apple TV – I don't want my computer on all day just so my wife can use Apple TV if she decides to listen to music… I may be in the minority, but having a hard drive and syncing is actually a far better solution for me. I'm hoping they don't make the current Apple TV obsolete – it sounds like both solutions would be better for different people.

Apple TV Specialist
Apple TV Specialist

So I believe Apple has missed the point with this. They are relying on you the individual renting all your video's from itunes or netflix. The US market may do this but the Brits are a little more savy. At present do an incredible hack for the Apple TV which gives it a completely new lease of life. Add that to the fact that you can get an apple TV with a 1GB internal storage you are laughing. Photos, films surf the internet play all sources of music. I do not want to be locked into making Steve Jobs… Read more »

Jose Reyes
Jose Reyes

I must admit this is very nice…but what about exisitng apple TV customers? Are there any updates for the older system, is it now obsolete?


Once again, Apple reverts to its old self – swapping dollar for pound sterling signs. They want UK buyers to fork out £99 for a $99 machine! $99 is a rough equivalent to £65 so add VATax of 17.5% brings it to £76. We expect a premium for UK goods so let's add another £9. It's still £85!!!

Come on Apple … it's not as if these things are made in the US!

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