One of my favorite announcements from Steve Jobs Keynote was the news about the Apple TV (what Jobs called Take 2) and the new iTunes with video rentals. I have sitting out with the HD-DVD vs Blu-ray high definition DVD format war and have not bought either. I have been happy enough with my upscaling DVD players on our HD TVs. Just as it seemed that Blu-ray may be soon headed toward the winners circle, I was thinking, OK maybe I will buy a Blu-ray player.
Well Apple has changed my plans of giving Sony any of my money (at least for awhile). I own two Apple TVs and love them. With Apple Take 2, I see no immediate need for any high definition DVD player. Apple is bringing HD rentals to the Apple TV and has untethered it from a computer. No longer will you have to use iTunes on your computer to purchase content or download and watch podcasts.
With the price drop Apple has announced the Apple TV entry-level 40GB model is now $229, while the 160GB version now costs $329, a $70 price reduction for both. New and improved Apple TV software will be available in about two weeks as a free update to existing Apple TV devices.
Apple TV was designed to be an accessory for iTunes and your computer when first released. Now it is a "stand alone" entertainment set top box. While it will still synchronize content with your computer, no computer is required to operate it. Once it's connected to your television and your computer network, you can rent movies directly on your widescreen TV, using Apple's new iTunes Movie Rentals feature, navigating using the Apple TV's remote. iTunes Movie Rentals cost $4.99 for new high-definition releases, $3.99 for older high-definition films and new standard-definition releases, and $2.99 for older standard-definition releases.
The HD movies will feature 720p playback with many (but not all) available with a Dolby Digital 5.1 soundtrack. Standard-definition movies are DVD quality. The Apple TV can also display photos from online photo-sharing site Flickr as well as Apple's .Mac photo-sharing site.
Since my plan for a Blu-ray player was to mainly be able to rent HD movies, I see Apple TV as all I need for now. Apple's managed to get the support of all the major movie studios, including Fox, WB, Disney, Paramount, Universal and Sony, along with Touchstone, Miramax, MGM, New Line and Lions Gate. In no time at all I think I might find a better selection with my Apple TV remote from the couch, than my local Blockbuster.
After downloading a movie rental you have up to 30 days to start watching the movie. Once you begin watching, you have 24 hours to watch the film as many times as you want. Playback is possible within a few minutes of ordering the flick on most modern broadband connections.
This announcement made my day! Watch the guided tour video.
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