After reading several reviews about the latest version of Apple’s route into the audio visual sector and the imminent arrival of a real Apple TV in time for the Olympics, I thought I would find out what it’s all about.
The minuscule unit is the size of a packet of butter and is as handsome a looking a piece of equipment as any of it’s Apple siblings.
It has a HDMI output as well an optical out so you can hook it up to your music system.
The unit definitely looks the part but the initial setup is a bit fiddly especially when trying to turn on AirPlay and connect up to your iPad or iPhone.
The best feature has to be the ability to link your iPad to your television and effectively use your iPad as a remote. I would probably even say the best remote ever invented!
However, because you are limited to the control of only one TV with one unit, with Apple trying force you into buying data space through iCloud and because it is tricky to set up means that unfortunately it takes the shine of this handsome little bit of kit.
I think the idea is brilliant but the execution is lacking.
I think the main problem is that Apple have designed a piece of equipment that is limited in its design (it is designed to fit to a tv at source), it doesn’t cater for real viewing habits I.e. linear television (bbci, itv player and 4OD) and you really need an iPad to fully appreciate the experience.
I am sure that Apple are looking at the overall picture (box shifting and paid for content) but if they are going to successfully reach in and take control of the UK TV market they need to appreciate the quality and demand for linear TV services.
