Bloomberg Says New Apple TV Isn't Another 'Revolution'

A new Bloomberg report says the anticipated new Apple TV isn't another "revolution" in the making.

Even if Apple wanted to try for that, studios have all but nullified the possibility by refusing to let Apple sell subscriptions to your favorite shows, to be watched whenever and as many times as you like. That might have appealed to consumers who just like a few shows, and don't want to pay those hefty monthly cable bills.


Previously the site reported that Apple will be offering $.99 TV Show rentals via a revamped Apple TV that is expected to cost $99 and be called the iTV. It is suggested that we could see this device alongside new iPod touches at an Apple event on September 7th.

Even with the refresh, Jobs isn't convinced the new version will be a mainstream hit, says the person familiar with Apple's plans. Most consumers aren't ready to cut the cord to their cable company, or put up with the tech-nastics required to stream content from the iTunes collection on their PC to their living room big-screen TV. In other words, it's a product that at best will delight some of the "hobbyists" that have always been interested in the product.