Disclaimer: I don’t have an Apple TV 4K, don’t plan on buying one, and have never reviewed the product, so I guess you can take everything with a grain of salt from now on.
I start with that statement because I don’t really have a stake in the Apple ecosystem. Other than an iPad and an Apple TV subscription (the other one), that’s pretty much my dedication to Apple in terms of devices. Every time a new product is launched, I’m intrigued to see what they’re launching, but I’m not invested in what they’re offering.
The new Apple TV 4K has been a long time coming – too long if you ask some people. Ever since the last one launched, there have been rumors about when the next one will arrive, and while the Apple TV 4K seems to be one of the best streamers available, I can’t say it’s ever really piqued my interest.
And the new streamer doesn’t help me much either.
Supercharged AI but with what goal?
The delay of several products, from TV 4K boxes to HomeView, appears to have depended on Siri receiving an intelligence upgrade. If there’s one thing that’s held Apple’s smart products back in the past, it’s that they weren’t very smart, with Siri seemingly limited to fetching things within the limited playing field in which she operates.
With the help of Google, Apple’s AI Intelligence that powers Siri has received a significant boost, but the examples of how to use Siri in the context of a TV 4K streamer seem rather… unexciting.
There seems to be a belief among those pushing AI that we want to have full conversations with them, but speaking for myself, it would require a complete personality change to make that happen. I’m not that bothered by knowing where Pluribus was filmed (it’s Albuquerque FYI) when I’m focused on watching the TV series.
Everything about the use of artificial intelligence in this context seems to be about people not being preoccupied with what they are watching and thinking about something else. I want immersion, which really means silence, not chatting with an AI assistant every few minutes.
AI often feels like it’s making what you’re watching (or listening to) an advertisement for something else, some other piece of trivia or fact that I’ll once learn to tell… who exactly about it?
I’m sure there will be those who will love it, but if it’s anything like how it’s portrayed on TV, then I’m confident no one will know it’s there or use it much.
It’s expensive as hell
There was a good reason Sonos didn’t get into the TV streaming game. The box he tried to make was too expensive. Clearly, Apple disagreed with that thought.
The 128GB model has gone from £169 / $149 to £299 / $299, which is quite a margin. I imagine the cost of RAM will cause it to increase (ironically, because of the AI), but who exactly would pay that much for a TV streamer? The more I think about it, the more absurd that price seems to me.
You could argue that there are 4K Blu-ray players out there that cost just as much or more, and yes, you’d be right about that, but I’d argue that they’ve always been that price. Raising the price of Apple TV 4K is not a blow to 4K Blu-ray, but to itself.
The advantage Apple TV 4K would have had in the past is that it was far cheaper. The price of the new model closes that gap.
Doesn’t seem like a huge upgrade
I’m sure the Apple TV 4K experience will be as smooth as I’ve read about this new model, but aside from adding artificial intelligence, does the new Apple TV 4K really change the TV viewing experience? I’m not so sure.
It mentions that this is now a completely hands-free experience, but then again, I’m not much of a conversationalist and prefer to have something in my hand. And while Apple will tout its privacy and security measures, I think people are still hesitant about a device that’s always listening and waiting for your commands.
There’s also the option of adding up to four (four!) HomePod speakers, but four HomePod mini 2s equal £600; while four HomePod 2s together are double that at £1,200. Considering I’d need to get a new Apple TV 4K to make this a possibility, I’d expect close to £1000 for a minimum outlay. There’s an argument to be made that it matches the price of surround sound setups from other brands; but it’s not like they fly off the shelves into people’s homes.
While I don’t know if the new silicon in the box supports Dolby Vision 2, the fact that it isn’t mentioned is not a positive thing. It might come later, but Dolby has been making noise about it for over a year and there are still few devices that support it. There is now support for AV1 decoding, but downloading that codec wasn’t particularly fast.
The previous Apple TV 4K never sounded like they sold well; and this update seems to make it more of a niche product than ever, as Apple is still playing on its closed playground.
I’ve no doubt that when it launches there will be plenty of praise for the experience it offers, but from where I’m sitting there’s little that changes the appeal of previous boxes. The new Apple TV 4K isn’t trying to expand its audience, it’s attracting it. You might as well stick with what you have.
