Apple TV Moves to Rental Model, Drops Price to $99

Apple TV

DISCLAIMER: I thought the first Apple TV was relatively useless.

Today, Apple announced significant changes to Apple TV at the press event held in San Francisco (which, by the way, was streamed LIVE for the world to watch). The new Apple TV, available by the beginning of October, comes in at 1/4 the size of the original. It’s smaller than a sandwich. You can use a Tupperware container as your carrying case now – provided you’ve cleaned it first.

But there are tastier details to sink your teeth into!

There’s no media to keep track of anymore (through klutzy synching processes and whatnot) – everything will stream live into the tiny slice of digital heaven through either a network cable or WiFi (802.11n). As someone who hates storing media, this change is most welcomed. There’s a reason I use and love both Pandora and Rhapsody for my music, and why I’ve taken to Hulu for available TV show viewing. And on that note…

Once you’ve set up your new Apple TV, you’ll be able to “choose from the largest online selection of HD movies to rent, including first run movies for just $4.99, and the largest online selection of HD TV show episodes to rent from ABC, ABC Family, Fox, Disney Channel and BBC America for just 99 cents.” That’s quite a competitive price for legally-attainable media in conjunction with a convenient interface and service. Not sure I’ll take advantage of this part of the Apple TV, though; I’m not into à la carte media consumption.

Netflix subscribers (like myself) have access to the entire streaming library of Netflix videos. If the video is in your instant queue, you’re just a few clicks away from watching it with Apple TV. You can also view streaming media from YouTube and Flickr – plus watch your favorite podcasts (like a certain someone’s) and access streaming media and images on the computers in your home.

Job(s) well done.

Oh, did I remember to tell you that the price of this sophomore effort has also been cut by 66%! That brings the Apple TV price point to US$99 – a great impulse buy for gadget geeks and mediaphiles. I’ll buy one, pick up a few extra HDMI and power cables, then tote a single unit around the house with me.

While I never considered purchasing the original Apple TV (not once), I can’t wait for this to ship (available in about four weeks to consumers in the US, Canada, the UK, France, Germany and Australia).

Am I alone with being impressed?