SFist Tech Labs: Talking Trash and Breaking Promises
It's a good thing we had to shut down the labs last week, because it let us put off admitting that we were wrong a bit hasty in our dismissal of the Mac rumor sites. Not two weeks after we claimed there was nothing to the rumors of a home media-based Mac mini or an iPod boom box, Apple held a "special" event where the company announced an Intel-based Mac mini with better support for video, audio, and home media, and an iPod boom box. Possibly the only thing more embarrassing is the fact that it's 2006 and we're still using the term "boom box."
Still, while we may be trash-talkers, we're not liars. A while ago, we swore that as soon as Apple released a Mac mini-based TiVo killer, we'd buy one. Luckily for us and our bank account, what Apple released isn't a DVR. Much like the latest generation iPod, which (as Apple is careful to remind everyone) is an iPod that happens to be able to play video, the new Mac mini is a computer that happens to be a little easier to hook up to a TV and stereo.
We're not the only ones underwhelmed by Apple's announcement last week, although some took it worse than others. You could just write it off as a case of unrealistic expectations built up by too much hype, too much speculation, and too many rumors. But if you take a step back and look at the past few announcements in Apple's iPod and computer lines, it's a little easier to see what the company's doing and what it might have planned.
Ars Technica has a great comprehensive review of the new Intel Mac mini, which hits on one of the biggest problems with the machine: its integrated (read: underpowered) video processor. It's got improved video output for HDTVs, and optical audio out for home stereos, but it's intended for playback only, not recording. Apple says as much; USA Today quoted Apple VP Phil Schiller as saying, "We're not trying to replace the TiVo. This is about taking the media from your computer and accessing it via the TV."
In an article on iLounge.com, Larry Angell interprets this as "this is about selling you video through the iTunes Music Store." Makes sense to us. That's been Apple's strategy of late — for every new piece of hardware the company brings out, it makes sure to show how it all leads back to the iTMS so that Apple gets a cut from every piece of media you buy.
But while Angell concludes that Apple won't be releasing a DVR at all (or at least, "any time soon"), we're holding on to a little bit of optimism — or maybe it's denial — and betting that the company does have a longer-term media hub/TiVo-killer strategy planned, but it's just not its time yet.
All of the announcements and revisions of the iPod line have gotten Apple some flak for being unfocused, having too many products on the market, and making too many anti-climactic announcements for new versions of products that don't substantially add to the previous version. But as a result, they've now got a fairly consistent product line with the iPod, one that hits all their target markets.
In the same way, the new Mac mini isn't some revolutionary new home media center that's substantially better than the G4 minis. Any more than the MacBook Pro is significantly better than the PowerBook G4 — the new versions are superior, undoubtedly, but not so superior that they warrant an immediate upgrade. What they are, though, is a step to consolidate the entire computer line with Intel processors and a common feature set — iLife (especially iTunes), a camera, Front Row, and a remote. Consistent product lines, where everything works together from start (iTunes Music Store) to finish (TV or iPod).
There's too much in place already for us to believe that it stops there. Sure, you could get a Mac mini right now, hook it up to your HDTV, and watch that episode of "Lost" you downloaded from the iTMS. But at 320 x 200 resolution, you wouldn't even be able to make out all the stubble, much less the symbols in the center of the Dharma Initiative logos. And it'd be foolish for Apple to be putting so much emphasis on "the media experience" if that was the best the company could provide.
Instead, we suspect this is the year that Apple lays down the infrastructure — consistent iPod line, consistent Mac line all running on Intel, and all the while reminding customers how cool the company is and how Apple can totally be your one-stop content provider for music, movies, and TV shows. And once all the infrastructure is in place, maybe they'll be able to deliver on that promise.