Steve Jobs announced an update to the Apple TV at Macworld San Francisco this week as well as iTunes Movie Rentals, which were already rumored to be part of his Macworld keynote speech.
Jobs admitted that Apple’s online video plan had been a disappointment and that users didn’t take to watching online video the way Apple had expected. When Jobs first announced the Apple TV last January, Apple’s initial video plan was too complicated for many people. Getting a movie or TV show onto your Apple TV required customers to buy the video from the iTunes Store, download it to their computer, then sync/stream the file using an Apple TV.
Although Apple has already sold 7 million movies, Jobs said: “That’s more than everyone else put together, but it did not meet our expectations.”
Apple plans on overhauling their strategy by making 2 major changes:
Adding a new online movie rental service
Updating the Apple TV’s software so that viewers can stream movies direct from the internet sans (that’s Latin for without) computer.
Jobs thinks that viewers would prefer to rent movies, not buy them. As a result, the new Apple TV software will allow users to
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