Apple Shares New Apple TV Ad Focused on Apps

[DUCKofD3ATH]

Apple today shared a new Apple TV ad on its YouTube channel, highlighting the many apps and games that are available on the device through the dedicated tvOS App Store. Entitled "The Future of TV is Apps," the ad features an Apple TV set-top box that morphs to match the theme of each app that's shown off in the spot.

Netflix, Apple Music, WatchESPN, Asphalt 8: Airborne, Disney Infinity, Gilt, GrubHub, Showtime, Crossy Road, HBO Now, and Fox Now, are among the apps that are featured. The ad ends with the brightly colored television test bars that have been used in all fourth-generation Apple TV advertisements.

Since the Apple TV 4 launched in October, Apple has been promoting it through a series of television ads, colorful billboards displayed across a number of cities, web ads, and social media campaigns. Today's ad is the second in the company's app-focused series.

Article Link: Apple Shares New Apple TV Ad Focused on Apps

I wonder if this is the first ad created under Tor Myhren. It's a nice change and seems to go with his previous stuff:

During his time at Grey, the agency delivered ETrade's talking baby and a stream of hits for DirecTV, including the "Cable Effects" campaign that President Bill Clinton cited as his favorite advertising, as well as the more recent spots starring Rob Lowe and his bizarre doppelgangers.​

 

[Benjamin Frost]

Loved the ad, but I completely disagree with the title. IMO, the future of TV isn't apps. Apps on the big screen aren't new. Others have been doing this for years, and Apple isn't doing anything that reinvents this. Getting traditional cable online (anywhere) in a clever, easy-to-use and affordable way? That would be the future of television. And as long as the overpaid suits are in charge, this probably won't happen in our lifetime.

I agree.

I think apps are the wrong approach for tv. This is a strategic mistake by Apple.

That said, I liked this ad. The music sucked, but the animation was cool. First ad from Apple I've liked in a long time.
[doublepost=1453435401][/doublepost]

I wonder if this is the first ad created under Tor Myhren. It's a nice change and seems to go with his previous stuff:

During his time at Grey, the agency delivered ETrade's talking baby and a stream of hits for DirecTV, including the "Cable Effects" campaign that President Bill Clinton cited as his favorite advertising, as well as the more recent spots starring Rob Lowe and his bizarre doppelgangers.​

Yes; this ad feels like a change from 2015 ones.

 

[Juicy Box]

This has been one of the better ads. Some of the others for the ATV4 have been stinkers.

 

[Small White Car]

Of course nothing else felt like iOS. They were simply stating the fact that apps on tv aren't new. Don't get your bowels in an uproar. It's ok.

And I was simply asking someone else a question.

I'm sorry that this apparently offended you for some reason.

 

[skellener]

I like the ad. It's fun. I'm still not buying an AppleTV. I don't think I could deal with the horrible remote. Still nothing compelling about AppleTV for me. I am finding that with a lot of Apple products these days unfortunately.

 

[b1wils1]

more ads mean more apps for us. me likey.

 

[efktd]

my question is, who is sitting on the iron throne while all of these swords are being launch at him(her)? next season hint perhaps?

 

[Evan_F]

Nice Ad. Surprised they only released one. Lately ads were coming in bulks of various ads.

 

[ipedro]

I hope the App Store on the tv explodes as well. However, traditional broadcasters are NOT going to quickly become obsolete. They are going to hang on to their old ways of distributing their content for as long as they can. They LOVE the way things have been, and, do not want them to change.

Look at how quickly the established cell phone juggernauts became obsolete. If you had told someone in 2007 that Nokia, Motorola and Sony Ericsson would be completely irrelevant in a few years, nobody would have believed you. No way.

If the right conditions present themselves and the establishment makes the mistake of thinking that these "new guys aren't just going to come here and take over", then they'll become obsolete and when they realize it, it'll be too late.

 

[ttss6]

This is Apple marketing at its best in a long time! Simplistic, focus on the device, and able to convey what sets it apart from other products without outright comparison! I hope this carries over to iPhone, iPad, and Watches!

 

[ipedro]

Do you have any additional examples? I'm not following that one. As outdated as traditional cable seems, it still has a massive audience, and is a place that people don't have to manually hunt for, or put much effort into. Even with worldwide Internet exposure, it would take new, individual, independent content creators ages to get anywhere (if at all).

Netflix. It may be easy to forget that they're a baby face in the tv market against established players that have been dominant for over half a century. They're kicking ass and taking names and the establishment is sh*tting their pants, trying to emulate Netflix's model, but simultaneously too afraid of letting go of their old cable model.

Back to that news app. Imagine something like Periscope where independent reporters can report news locally, making a cut of the ad revenue generated from the number of views on their stories. You follow your fav local and international reporters. An aggregator shows the most viewed news stories, the better reporters move to the top and become recognized figures. Now tell me why we need CNN or Fox News in that model?

If each channel is kept within individual apps, maybe not. The last thing I'd want to do is exit an app, just to switch from another. At least Samsung is trying to make this quick by turning TV apps into channels, making things fast and easy to find, as if you're just channel surfing.

It's a mistake to base predictions about the future on our past habits. Habits are generational. You may have channel surfed looking for something to watch. Kids these days have never even heard the term. They watch whatever they find shared in their social circle. Their viewing experience is anything but linear.

An App based tv follows the exact same viewing model that the new generations already follow, except it's on a big screen.

If I'm in the mood to watch some news, I'll open a news app. If I want to watch a tv show, I'll ask Siri to show me my options and I get direct links into the shows on the app of my choice. Perhaps in an upcoming tvOS, Siri will learn your tastes and suggest a For You selection.

Now, maybe the established players will smarten up and get ahead of new comers. HBO and CBS are certainly showing that initiative. Others are clinging to both models and are destined to fail as a result.

What we shouldnt underestimate is the ingenuity of the kids in their bedroom who are about to invent the next Netflix or an Uber for news.

Just watch.

 

[iTom17]

Now this is a really cool ad, I've got to admit.

I agree with apps being the future of TV. It is however a disappointment that many developers haven't taken the potential to bring apps to tvOS. Especially in the Netherlands. You Americans have so many apps for watching television, but in some other countries like mine developers aren't seeing all that potential. Once I can watch television on my Apple TV it could completely replace the way I usually do that.

Anyway, apart from that the Apple TV already is a huge improvement over the previous model and I have no doubt we're going to see a lot of great stuff coming to tvOS. Especially when Apple comes with tvOS 10 and introduces all-new functionality for both developers and end users.

 

[gijoeinla]

How about focusing on fixing the glaring iTunes home sharing video stuttering jerky playback bug first.

No problem with mine.
[doublepost=1453451078][/doublepost]

I find the new remote too sensitive, even if you lower the tracking speed. I bought it for my older parents and they have troubles with it. It's definitely design over functionality.

I think a silicone cover would help. But 25 dollar sleeve seems like over kill.

What does this have anything "remotely" to do with "this" topic?

Nothing.
[doublepost=1453452671][/doublepost]

I agree.

I think apps are the wrong approach for tv. This is a strategic mistake by Apple.

That said, I liked this ad. The music sucked, but the animation was cool. First ad from Apple I've liked in a long time.
[doublepost=1453435401][/doublepost]

Yes; this ad feels like a change from 2015 ones.

Sir -- hate to say but your flat wrong. Very wrong.

Apparently you don't "subscribe" to services like UVERSE that have the LAMEST interface that seems like I'm using the old DOS system of text oriented searching. LAME..

Do you own any Apple devices? Are you serious in thinking that App Icons are not what the VAST MAJORITY of electronic hungry consumers don't immediately relate to today? Seriously? If not, then what do they relate to? Typing the name of a channel or game? The hundreds of "numbers" of channels via cable and satellite is maddening and totally disorganized and plain stupid.

Apps -- hands down -- are the future of instant content delivery -- period.

The "content" companies will ALL FALL IN LINE in due time to this "concept".

Apple sold nearly ONE BILLION mobile devices WITHOUT "TV content" deals. It's APP's and the CONTENT they deliver that helped propel the iPhone, iPad etc to their "must have relevance status"...

In fact -- one could argue that the content companies are taking a very stupid gamble in NOT streaming live content via Apple TV as it gives a newer more open minded user segment the opportunity to discover unique content from completely different sources.

I guess you think that younger more mobility minded consumers still have some sort of affinity or loyalty to CBS, CNN, Fox News, ABC or anyone else for that matter. They don't. They could care less.

I'm not doubting Apples strategy bringing iOS quality App content to the TV.. Trust me.. The old content boys will see the light. Apparently you and others that "doubt" the power of the App world "think" that Apples mobile device audience approaching or at ONE BILLION users means nothing and has no clout negotiating any terms with anyone.. Oh ok. Let me believe that for two seconds.

Personally I don't think Apples mass consumer base is ready today to fully use an Apple TV to consume its content. Yes part of it is but to a mass commercial audience - no way.. I think that's precisely why the device (Apple TV) is being marketed to the iOS App educated core customer.

 

[babaroga73]

They used the same ol' apps they had on ATV4 launch day. (I guess for usage rights reasons) ... There are tens of new good apps and game since then, tens! Also, icons that look like iOS and not as apple TV in ad.

 

[Teugeus]

Greatest ad in the world ?

 

[Tech198]

neat.... I wished Homer Simpson actually came out of my Apple TV box.... except i only have a 3.....

There is something strange about Apple and their overly usage of test patterns.... *thinks*

 

[sofila]

This is the kind of Apple ad I like (music apart), I prefer it to the celebrities iPhone ads.

 

[joueboy]

This could be possibly a false advertising because the 3rd gen doesn't support Apple Music. It really frustrates me they didn't supported Apple Music. Yeah I know you can airplay whatever...

 

[BeSweeet]

Back to that news app. Imagine something like Periscope where independent reporters can report news locally, making a cut of the ad revenue generated from the number of views on their stories. You follow your fav local and international reporters. An aggregator shows the most viewed news stories, the better reporters move to the top and become recognized figures. Now tell me why we need CNN or Fox News in that model?

CNN and FOX News would continue to be dominant in that space due to their existing size and worldwide reach. It requires nothing new from them to remain there as well.

Take a new YouTuber. Unless they commit their lives to their channel, the chances of them getting big from their content is probably as slim as winning a $1.5 billion lottery.

I don't know... I'm just not sold at all on these app-based solutions.

 

[Braderunner]

And I was simply asking someone else a question.

I'm sorry that this apparently offended you for some reason.

You can't be serious. You implied there has never been anything like the Apple TV. Something that did not require a keyboard.... Roku, has been around for years. Many smart tv's, Chromecast, Amazon Fire....all similar to Apple TV. Especially Roku, the most popular. Of course, none of them are part of the Apple ecosystem, that is the only thing that has set it apart from the others.
You know what you said.

 

[Thunderhawks]

I agree. They are trying too hard to be "cool". Better music track needed.

While I have a high tolerance for music that isn't my taste (Understand: to each his own) this one does distract
from what is shown.
The animation is top notch though.

As for traditional vs. future: I just bought the aTV 4 and the remote is an improvement over the older one.
The UI should be called UU, as it is very user unfriendly. Too much scrolling and searching needed.
Click , click, click.

A gridded guide type may just be better as old fashioned as that is.
Fios does a good job with that.

Siri has never worked for me on my iPhones despite speaking clearly.
Siri Play : "Name of song" usually results in: Calling XYZ.

I'll give it another try with this remote, but don't have my hopes up.

tvOS has a default setting of voiceover talking and I had a hard time getting my father (86) in Germany to go through all the options to find how to switch that voice off. Not intuitive at all.

Had him put his iMac pointing the camera to the TV screen, so I could see what was going on.

Now, if there was a way to take over the aTV remotely and change settings that would be great.

Does anybody know if that is possible?

Thought came to me as I was posting.

Just checked and remote app should be able to do it. Need to try.

 

[Shanley]

I stopped using my Apple TV when I purchased a new Smart TV earlier this month. All of the Apps I use are already on the TV and I don't need a separate remote. The user experience with one remote is much smoother. I wonder if Apple approached Sony and Samsung about baking the Apple TV OS into the TV's instead of having a separate device that competes with what new TV's already have built in?

 

[heimo]

Clever animation. Well done.

Animation? No, it should literally do just that. Mine doesn't. I'm suing Apple right now.

 

[WigWag Workshop]

I really liked the ad, I thought the music was also good has it fits nicely with the animation.

 

[Spreken8]

Ad is nice. To bad that device sucks. I finally went back to my old apple TV. The new one may do lots of cool stuff, but I need mine to stream. Not Just Netflix and Apple content, but from my iOs devices as well, and it fails miserably at this. Im sure if I call them about it again (Called twice already) all apple is going to do is tell me to update all my software again. They made me update my Mac my iPad and my Phone, all to fix Apple TV issues. Now My Phone asks me everyday to update it again (called, can't be turned off) and its laggy, sooooooooooo slow (iPhone 6+), My iPad second gen Is a brick (literally will not turn on) I took it to the apple store (per Phone support) and was told I needed a new iPad. It worked awesome until they made me update it (Was told I cant go back). Now I have no iPad. Thanks Apple, I will not be buying another (So much for my iOS capable mixing board, you confined it on Craigslist). And my mack is so slow now I can't bring work home from the office anymore (No less the 4 calls to apple on this). It will not open files I was working on with no trouble before the update. The files open fine on my work mac running older OS.

Im just waiting on the class action law suite. Apple has definitely lost their edge. I am done with them.

Im sure Steve is resting comfortably.

F*** Apple thats my opinion after 25 years of Nothing but Apple.