Apple TV Device Not Ready for Prime Time

Apple (Nasdaq: AAPL) has delayed the launch of its Apple TV device for playing computer-based video on television sets, but offered no explanation for the change.

The much-anticipated set-top gadget from Apple, designed for streaming video and other content from computers to TVs, was to debut this month for US$299.

The Cupertino, Calif.-based company now expects to start shipping the device, which will play downloaded music and videos on a home stereo or television, in mid-March.

Back to the Living Room

In recent years, consumer electronics makers have been pushing to provide consumers with greater access to movies, videos, music and other media stored on their computers through other devices, including televisions.

"This whole market is evolving around the increasing desire to get content to consumers," Zippy Aima, an analyst with Frost & Sullivan, told MacNewsWorld. "Apple is trying to cash in on their ability to give people access to content in they way they want it."

Growing Competition

Although there has been increased competition in this growing field, other companies -- including Microsoft (Nasdaq: MSFT) -- have met with limited success due to technology complications and other limitations.

However, among the firms that might be capable of creating a worthwhile set-top box to bring content through the television wirelessly, gadget hit-maker Apple is the likely frontrunner.

"A few weeks won't make a difference for Apple enthusiasts," said Aima. "Consumers will be waiting to spend money for the gadget."

The delay probably does not signal a glitch with the system, Aima said, but could be due to a governmental regulatory holdup.

Apple Continues to Evolve

Apple has enjoyed a long list of successes in recent years, having expanded its product lines beyond the Macintosh computer to include a series of gadgets -- from the iPod portable player to the upcoming iPhone and Apple TV.

"Apple has created a brand in the market that is considered very cool in both design and services," said Aima.

The Apple TV plays songs and videos from networked computers over a wired connection or wirelessly via the 802.11n WiFi standard. It has a 40 GB hard drive to cache content for playback when a networked PC is turned off.

"Apple TV is about giving flexibility to consumers to access content from where they want," said Aima.