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Eddy Cue Explains Why Apple TV+ is Now Apple TV

dustin_ said:
"Our hardware is called Apple TV 4K for your TV"

is this a ****** joke? who is walking around saying “apple tv 4k for your tv”?
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My good friend always has.

When I asked her what she wanted for xmas, she said she wanted an « apple tv 4k for your tv ». So i but her the device and hooked it up to my tv. I always thought it was a nice gesture of her part.
 
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Now queue (Cue?) up every
One else dropping the plus after following apples lead to add it.
 
I propose to call the hardware 'Mac micro' that runs Mac mOS (for micro OS), on which you can watch Apple TV, but also, you connect it to a monitor and do some light computing. Sell it for $99 and make a good 50% profit!

Hire Me! Can't innovate? My a$$ will!

🥸
 
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Still kinda waiting for the new hardware to drop, expecting that it will clear things up a little…

But Eddy Cue not even (going by the summary here, at least) dropping a hint or something like 'wait a little longer' makes me wonder if this literally is just a name change for the service and everything else will just remain as it is currently.
 
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That’s less of an explanation and more of a justification, i.e. “We just did it”. Either he’s out of touch with public perception or his access to all the data they have means it doesn’t/won’t really affect their bottom line.
Either way, it’s uncreative and surprising a 3 trillion dollar company would do this.
 
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matttarantino said:
anyone else confused why the website (or really anything) hasn't been updated yet?
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It is being renamed with the 26.1 release. I assume they will update their app on 3rd party devices and update the Apple website around the same time.
 
Amazingly flimsy excuse and justification.

Inside baseball terms like “4K for your TV”? Outside the marketing department and the labels on the box nobody calls it that.

And if everybody calls the device just Apple TV, why is the device called 4K tra la la?

Sometimes Cue comes across like an idiot. But here he just comes across as thinking we are idiots.

TBH, maybe Apple is going to get out of content creation or rename their studio arm?
 
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A lot of over streaming services use + in their name also. I wonder if that contributed to the rebranding. Personally I don’t think it’s the big deal that do many people are trying to make it out to be.
 
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aeralto said:
It’s astonishing that someone in such a position of power has never taken two seconds to consider the many contradictions in their TV branding strategy. He says that their app on third-party devices is already called “Apple TV” but that’s simply not true!

The app that provided access exclusively to their subscription service was called Apple TV+. This is what I had on my Xfinity set-top box. It doesn’t let you watch your purchased TV shows and movies.

The app that provided to all your purchased content, as well as the subscription service, was called Apple TV.

There was absolutely a distinction between the two and now it will be impossible to tell the difference without investigating whether the app supports your purchased content or just the paid service.

It’s just baffling that such a well-paid person can’t understand such obvious problems he is creating.
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Maybe they are going to dump the Apple TV box and then have an app to go on other maker’s TV’s. Or bc the hardware is so compact now, maybe the box will become a stick. Apple Stick anyone?
 
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