Trevor Doerksen believes that Apple’s October 12 announcement will be much bigger than an iPad Mini. In fact, speaking from his perspective as founder and CEO of Mobovivo, he thinks it will be larger than any particular piece of hardware. Doerksen shares his thoughts in the following guest article.
The one-year anniversary of Apple’s co-founder, Steve Jobs, is a little under one month away. Like many, I learned about his October 5 death from an alert on one of his great innovations – the iPhone. Less than a year later rumours abound that a special event on October 12 will announce a 7-inch iPad.
This smaller iPad (or larger iPod touch) seems to have captured the media’s imagination even more than the iPhone expected to be announced Wednesday. However, 7-inch tablets released to date have not captured sales. So why would Apple, on the anniversary of Job’s death, choose to commemorate Steve Jobs with a device that doesn’t sell well and in which he was not a fan of himself?
We do expect something big or personal from Apple in the rumoured October event.
Apple just might launch a smaller iPad or maybe even surprise us with a Steve Jobs music collection on a commemorative iPhone – one last thing. However, that is not what is most likely going to be announced in October. The new iPhone will be announced this week and the new iOS was announced in June. New laptops and desktops are already in the pipeline with an iMac refresh due.
Apple TV set is a possibility – they are in the middle of a patent war with the worlds largest TV set manufacturer Samsung. However, they might just want to hold that product back to ensure leverage with Samsung and success in the marketplace.
In October, Apple is most likely to announce a new App Store and a set of apps and programming interfaces specifically designed for TV. This is the next step towards a TV set that allows Apple and developers to get ready for the release of an Apple TV (or a Samsung TV with Apple inside or LG).
The new Apple TV App Store, Apps and third-party developer programming interfaces will be compatible with existing Apple TV set-top boxes that work on any TV. They can be launched and controlled from your existing iPhone or iPad. Users will control which screen contains which information with existing Apple Airplay technology. It will all work wirelessly with existing Wi-Fi technology.
The new TV App store will feature a set of TV Apps from HBO, ABC, Apple’s brand-new iTunes Festival, Disney and others. Apple is likely to announce a Movie App as well, where – like the iTunes Festival app – movie licensing is not as complicated as TV and sports licensing. The TV App Store is already available on Apple TV, but it is limited. It currently includes Netflix, MLB and NBA apps.
The new Apple TV store will add more movie and TV apps and allow third-party developers to submit apps to the Apple TV App Store like they can with iPad and iPhone apps. The Apple TV App Store will have more apps and be more open to third-party developers.
TV App Store will also connect TV apps together through Apple software. That will help TV viewers discover programming across all their installed apps. Third party developers can use the software to pop up new releases, serialized TV shows, and even catalog movies and TV shows on the TV screen as soon as users turn on their TV or device. It will support advertising and paid content models and allow you to personalize your TV viewing experience like never before. In a single interface you can see what is available from HBO, ABC, Netflix, iTunes, Hulu, and so on. All developers can create apps that feed content into the App Store.
The TV apps will stream video on demand and live video from broadcast TV.
The model for TV will borrow from Apple’s Newsstand App for magazines and newspapers. In fact, magazines, newspapers and books will also be made available for viewing on your TV. The Apple TV App Store will change how we define newspapers as formally text heavy entities like the New York Times and The Hollywood Reporter continue to add video, images and more to their news coverage and look more like broadcasters and TV channels on the Apple TV.
New technology Apple announced in June, called Passbook, allows third-party developers to create tickets, coupons, and receipts for physical goods. The TV App Store with Passbook will know when your TV is nearby and remind you to turn it on to something you care about. Your cable provider account will be included in Passbook to automatically unlock content in TV apps.
Apple can change the way we view TV by bringing its existing technology together in a way that allows: TV networks to sell advertising, movie studios to sell movies, music promoters to sell concerts and music, newspapers to sell advertising, and so on by bringing eyeballs to living room TVs controlled by your iPhone and iPad.
What the new technology won’t be able to do may be a dealbreaker to some consumers. It won’t allow you to channel up and channel down. It won’t have an interactive programming guide for TV that is not installed as an app. It won’t be enough for most consumers to cut the cable cord as the TV apps will require authentication with your cable provider.
Apple will announce the next step in the plan for TV in October. The plan that Steve Jobs famously said he figured out just before he died last October. However, the TV App Store is the most likely major announcement from Apple or maybe it is a special Steve Jobs playlist. What do you think?
Trevor Doerksen Founder & CEO, Mobovivo
Mobovivo is a leader in online video mobilization, management, and monetization. Its proprietary white label video distribution and marketing platform give content owners the power to expand audiences and the deep insights that drive increased viewer engagement and revenue from video.
Founder and CEO Trevor Doerksen has been at the intersection of media and technology for 20 years. He has investigated and developed large-scale implementations of streaming video and Internet TV for government and industry. His graduate research into flexible e-content and content repurposing has lead to a multi-million dollar research project, a chapter in the 2002 Handbook on Information Technologies for Education and Training, and the founding of Mobovivo.
Trevor produced one of the first snowboarding films in 1989 and was the executive producer of the science television series, SciQ: Science Revealed. Trevor received Digital Alberta’s Entrepreneur of the year, was named one of Alberta’s Most Influential People and was featured in New York Times business article in 2010.