IP Democracy: Apple's iTV: Why Unveil a Beta?

Apple’s big announcement yesterday that it will introduce a PC-to-TV product was not a big surprise — rumors about the device, code-named iTV, had been circulating for days. What was surprising is 1. the unit is still in “beta” and 2. it won’t be available until Q1 07.

Apple is a savvy marketer and hasn’t (in my memory) made a splash with a product that consumers can’t buy for months to come. So, why preview a product that isn’t ready?

Om Malik has an interesting answer to this question as part of a controversial essay that argues how Apple is “the new Microsoft.”

The iTV streaming box announcement to me was a Gatesian moment. The device is still in “beta” and is not going to be available for another few months, perhaps longer. Add to this the harsh truth that Steve could only get Disney (like they have a choice) to commit to the iTunes Movie Store; what you see is a Microsoft type strategy of chilling the market with a yet unfinished product, and get everyone scared shitless. The Barons of Redmond used to do it so well, before their empire started resembling the Roman conquests.

The question is: who is Apple trying to scare? Microsoft itself, which has long desired a slice of the interactive TV world through its cable and telco set-top middleware software platforms? Cable operators? Movie studios? All of the above, and more, in all likelihood.

Whatever the case may be, Apple’s iTV unit is without a doubt setting off a lot of activity in Silicon Valley, Hollywood and throughout the TV industry. Efforts to bridge the TV and Internet platforms have been bubbling beneath the surface in all these sectors for years. Apple’s iTV will no doubt push these below-the-radio-screen projects to the surface sooner rather than later.

FYI - For those who weren’t at the event, a replay of Steve Jobs’ presentation is here. Thanks to Richard Greenfield for flagging this replay.

Posted by Cynthia Brumfield on September 13, 2006 9:29 AM to IP Democracy