The Web is abuzz this week with anticipation of the upcoming Apple Television rollout and how it’s going to revolutionize the way we interact with television programming from the couch.
While I agree that’s going to happen, I think the reasons are not as intuitive as the analysts believe. Apple isn’t going to do something we haven’t seen before, at least not yet. And, the living room TV content revolution has largely already happened.
Cable TV is a giant set of brotherly monopolies in the US. As Henry Blodgett points out, there is a history lesson to be taken from the fate of the newspaper industry. But that’s already an old story- what the market wants is on-demand content with a great user experience (UX). It’s sad and infuriating that there is no competition in unified set top boxes or a way to accomplish delivery of all TV content. I’d pay for this, and so might you. For years innovation in television UX has taken a back seat to everything else in television while every other manner of consumer device has benefitted from faster hardware and smart interaction design. But how revolutionary can entrepreneurs be when the very core of the content ecosystem is locked? Just ask Boxee, Logitech, Roku and many others. Consumers have a binary choice: deal with crappy cable boxes or “cut the cord.” More and more are cutting the cord. And getting everything they need from their screens.
So Apple can’t solve this. But- if they have partnered with cable providers as the swirling rumor mill supposes, Apple will be able to bring a decent user experience to television, in a way that the $99 Apple TV in my living room fails to do. Google failed at this marginally, too. Cable company set top boxes fail at it spectacularly.
One has to wonder who is responsible for cable box UX in OEM deals with Cablevision and Time Warner. Are they given shoddy second-hand hardware to work with? Terrible design teams? A mandate to frustrate their end users? Perhaps a crash quota of 2 kernel panics per week? Craziness, right? And yet, this is how much cable company television user interfaces suck.
If it takes the magical shimmer of Apple’s Television to break free, so be it. Apple doesn’t need to do more than provide a decent, modern touch-friendly experience to push the cable guys out of the UI business forever. But let’s hope and do our best to ensure that we don’t trade a bunch of regional monopolies for an international one. Give TV consumers a choice of great UX’s from which to choose, and I think they will continue to pay for cable subscriptions and suffer the advertising that makes the whole think tick. At least for a while.
Bring on great living room experiences powered by innovators who care about responsiveness, intuitive design, and have studied the art of user experience. Give me UX, not SUX.