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Apple TV only holds 13-15% of the market.

Apple TV+ works well on other much less expensive streaming hardware so I doubt that Apple will take market share with an updated Apple TV.

I have heard that Roku serves ads now.

On the home screen, Roku shows a small stationary ad image (picture) to the right of the channel selections. Compared to other streaming options, it's probably the least intrusive.
 
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What the Apple TV does is
- Stream video with a smooth interface
- Color Calibrating your images independently of what your tv set thinks color calibration means
- provide a system that is basically more privacy conscious than any smart tv

point to one smart tv whose interface is actually smooth and privacy-conscious, I'll wait...
But unless each app and each show on that app feeds the content correctly, the calibration is just a layer that is still screwed up by lazy coders who are bad at their jobs.

Sort of like how balancing your sound system is basically defeated by lousy sound engineers so that one movie has ridiculously over-boosted surround effects, another has inaudible dialogue and a third has music with a different dynamic range than the rest of the audio track.
 
What the Apple TV does is
- Stream video with a smooth interface
- Color Calibrating your images independently of what your tv set thinks color calibration means
- provide a system that is basically more privacy conscious than any smart tv

point to one smart tv whose interface is actually smooth and privacy-conscious, I'll wait...

I only use the interface to get the streaming apps I want to use. Once you're streaming, the interface disappear. I've done the color calibration thing with my phone and neither me nor my wife could tell any difference.

Content providers don't need data from the device, since you give it to them by using their service. List every streaming service you use that is privacy-conscious. I'll wait...
 
That’s not really my point though.

My point is all the hardware is already there, and in fact all the functionality is also ready there in the TVOS code.

Everything g is there to allow this, it’s just that is not not enabled.

If people want to have a separate NAS, or keep your files on a Mac to stream to the AppleTV,

fine, but there’s no technical reason why you couldn’t have an external drive connected to the AppleTV and use it for TM backups, storing your full photo library, and any other data or content you wanted.

It’s deliberately borked, it’s not a technical limitation.
True, but AppleTVs are clients. You are asking them to have a server mode enabled that leads to levels of security issues.

Could Apple create an aTV server? Yes. Is there a market? Not a big one.
 
Being over the top dramatic. You turn on smart TV and a list of icons for apps show up. How's that trash?
It’s a horrible experience.
Luckily GoogleTV has a simple mode which, other that 5 scrolling ads at the top, is just an icon layer similar to AppleTV

And, for now, Roku is allowing you to undo their new interface (now called a trial) and return to a simple app layout.

Part of the problem with AppleTV is the new remotes cost a ridiculous amount and you can only link 1 remote at a time, and the older remotes were annoyingly frustrating and easy to lose.

I bought 2 “one for all” remotes that work the same (non line of sight) and cost less but still are pricey when not on sale. One to replace the latest remote my wife washed in the washer, and one to replace a ridiculous touchpad tiny remote.
 
Apple TV only holds 13-15% of the market.

Apple TV+ works well on other much less expensive streaming hardware so I doubt that Apple will take market share with an updated Apple TV.



On the home screen, Roku shows a small stationary ad image (picture) to the right of the channel selections. Compared to other streaming options, it's probably the least intrusive.
No. Roku rolled out a brand new interface abomination that relegated the apps to an off the main screen location that pressing the home button didn’t even present. You have to click through their clutter to get to the apps.

While most home screen enhancements were pushed to you, on by default forcing you to turn them off, this interface wasn’t clearly optional. You are/were presented with roku offering to find you movies and shows and sports but all geared to getting you to buy something.

Due to enormous backlash, they turned it into a “trial” that you could disable and then provide feedback. This option showed up the other day and we quickly turned it off on all the rokus in the house.

But you still can’t get away from complete themed takeovers of the interface, which may not be age appropriate to the roku user even when age restrictions are enabled. Like when the entire screen and screen saver is taken over by advertising for a horror movie. Or, shudder, the Barbie movie. Then you have to go back and reaffirm your theme pack is what you actually want to see, but the ad with graphic images (or Barbie!) is still there every time the TV is turned on.
 
No. Roku rolled out a brand new interface abomination that relegated the apps to an off the main screen location that pressing the home button didn’t even present. You have to click through their clutter to get to the apps.

While most home screen enhancements were pushed to you, on by default forcing you to turn them off, this interface wasn’t clearly optional. You are/were presented with roku offering to find you movies and shows and sports but all geared to getting you to buy something.

Due to enormous backlash, they turned it into a “trial” that you could disable and then provide feedback. This option showed up the other day and we quickly turned it off on all the rokus in the house.

But you still can’t get away from complete themed takeovers of the interface, which may not be age appropriate to the roku user even when age restrictions are enabled. Like when the entire screen and screen saver is taken over by advertising for a horror movie. Or, shudder, the Barbie movie. Then you have to go back and reaffirm your theme pack is what you actually want to see, but the ad with graphic images (or Barbie!) is still there every time the TV is turned on.

I have a roku that recently updated. All the apps are still on the main screen, and available as soon as you turn it on.
 
True, but AppleTVs are clients. You are asking them to have a server mode enabled that leads to levels of security issues.

I see your point, but it is not just a client with regards smarthome devices / Matter threads. So that line of "only a client, not a server" has already been crossed.
Could Apple create an aTV server? Yes. Is there a market? Not a big one.

Since discontinuing the Airport line, the only solution Apple offer as a local network destination for Time Machine backups ( which are essential when the are selling machines with non user-replaceable storage) is to buy a Mac for that purpose, which sounds a bit like buying a JCB when all you need is a shovel.. Or buy a third-party solution.

It's a gap in their line-up. The Apple TV already has all the hardware on-board to fill that gap, bar a standard issue external storage drive.

EDIT: Looking at the MacBook Neo, and then looking again at the Apple TV - in these terms the Apple TV, hardware-wise, already is a lower-specced "Mac mini Neo". An eventual update of the Apple TV will up those specs to a point where it could well be a candidate to run MAcOS, if Apple wanted. Not for demanding desktop tasks, but definitely as a Time Machine destination or small home server.

Make the AppleTV a NAS.
 
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Part of the problem with AppleTV is the new remotes cost a ridiculous amount and you can only link 1 remote at a time, and the older remotes were annoyingly frustrating and easy to lose.
Got an iPhone? You can use that as a remote.
 
How do you stream then? I have not had a TV in 30 years. I just stream onto my Mac. I am now interested in Apple TV and would love the dumbest TV possible. Any suggestions or tips?
I have my TV set up the same. I’ve never connected it to the internet. Apple TV is connected to my WiFi, and gets everything a smart TV does, with little to no traffic monitoring, and no advertisements.
 
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Part of the problem with AppleTV is the new remotes cost a ridiculous amount and you can only link 1 remote at a time, and the older remotes were annoyingly frustrating and easy to lose.
Got an iPhone? You can use that as a remote.
And you can find your lost Apple TV remote using that iPhone remote. I love the latest Apple TV remote. It's physically appealing, allows you to use voice for search and filling in text fields and can be found if lost. It's also nice how the iPhone works with Apple TV for things like entering text using the phone's keyboard and especially filling in passwords. Related to this, I like how many streaming apps make it super easy to use the fact that your phone may already be logged in to that service to streamline logins.
 
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My question is why does anyone need this device? My “smart TV” seems to be able to access all of the AppleTV content.
External boxes are more powerful. You have more control over the data you send versus using all the built in smart TV apps. You also get longer support with the external streamers. And good luck with full Dolby Vision Profile 7 (FEL) playback.

AppleTV the service is now the hobby. AppleTV the device seems like an afterthought.
How is it an afterthought?
 
And to do so you’re using another box as the NAS.

The AppleTV already has all the hardware (bar a standard issue external drive) to be the NAS.

That’s unnecessary duplication of hardware, in that case.
But it’s not like you just plug in a hard drive full of content and never touch it again. You will want to be adding new stuff and probably pruning back old stuff.

I would way rather serve video to my ATV from my iMac or a NAS, where I can add/delete/edit files -- versus having a drive connected to the ATV that I have to physically move and connect in order to add stuff.
 
It's slow. It's laggy. There are ads. They aren't all terrible, but I know if it's Samsung or LG, it really is that bad. Like I said, it's impressive how bad they are. I say that because a Pi5 will run better than whatever is built into a $3,000 TV. I really don't understand WHY these interfaces are so bad. You would think after all these years they would have made something decent, but apparently enough people really just don't care and so neither do they.

Have you used a Samsung or LG TV? Have you used Apple TV? The answer to one of these questions must be, "No," because I do not understand how someone couldn't understand this.
It’s now slow or laggy. I don’t know what you are talking abut. Have YOU used the app on latest Samsung or LG tv? Literally just a row of icons. What exactly is needed otherwise?

Literally no one cares about ATV outside the echo chamber here. Roku has been taking market shares for years and now people just default to use whatever apps on smart tv. It’s just simple with one single remote. Again, for regular consumer, why would anyone care how an app icon is presented? They even have dedicated buttons to Netflix and YouTube. Tell us again how ATV is simpler to use?
 
Yes, smooth. Load a 60gig 4K DolbyVision extravaganza on a smart tv and painfullly watch 2 hrs of jerky video because many smart tv's use woefully underpowered processors.
Oh yeah like how many people would do that? 0.00001% of consumer? Not to mention for people who need to do that they already move on to dedicated media server or higher end Roku. No one is sitting there watching 2 hours of jerky video, that’s just laughable.
 
Oh yeah like how many people would do that? 0.00001% of consumer? Not to mention for people who need to do that they already move on to dedicated media server or higher end Roku. No one is sitting there watching 2 hours of jerky video, that’s just laughable.
Not on a smart tv anyway, because, to his point, they are underpowered.
 
But it’s not like you just plug in a hard drive full of content and never touch it again. You will want to be adding new stuff and probably pruning back old stuff.

I would way rather serve video to my ATV from my iMac or a NAS, where I can add/delete/edit files -- versus having a drive connected to the ATV that I have to physically move and connect in order to add stuff.
But that’s you. I imagine you like having a NAS and spent time playing around with it. I know that’s exactly what I do with my NAS.

I’m talking about simply being able to use the AppleTV as a TM destination (which is something Apple haven’t offered since discontinuing Airport) and a place to store you photo library once it gets big (and they do get big, my photo library is 220 gigs, and that’s just 25 years of personal photos, bit professional work).

For a household with an AppleTV and a couple of MacBooks, say anew and a MBA - a NAS is over complicating something that could be done within existing hardware in the Apple ecosystem, and is also an extra expense. When you factor in the drives, even a budget Nas is a chunk of change for something that people don’t really think about, because when it’s working properly you shouldn’t notice it.

Using iCloud storage as the alternative can because a very expensive subscription over time, adding up the months, once the amount of data grows larger.

There’s a gap in the Apple eco-system for this, an iota-small ultra simple NAS, basically a TimeCapsule without the focus on also being a router, and the Apple TV, being positioned as a “home hub” already, and having all the necessary hardware already, bar the external drive, is the perfect fit to fill that gap.

It’s simply the iCloud subscription fees that stop Apple from allowing this to be done, imho.
 
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