I think the main thing that keeps the aTV from taking off is the availability and cost of content. For me, rentals and purchases for Movies is too costly compared to other options. I'll gladly go to Redbox to rent a movie for $1. We go to the grocery store just about every day and even if we're not, it's not that big a deal to stop by on the way home.I love my Apple TV and I can never understand why people either hate it or don't "get it" so frequently. I wish Apple would do more with it but even as is, its fantastic. I had a couple ROKU boxes that I paid over $100 for JUST to stream Netflix. That's ALL it did when it first came out. Now they've added a ton since then and in fact, surpassed ATV, but in the mean-time, I've put most of my vast DVD collection on my hard drive and now have access to over 600 movies plus a way to stream my music collection to my main stereo, plus Netflix, etc. etc. I LOVE it.
The TV rentals were a good idea, but the networks had other thoughts. Personally, I only watch TV shows once, so buying episodes doesn't make sense for me.
I would prefer seeing a few things on the Apple TV that may separate them from the rest of the pack.
Sign up with Comcast an put the Xfinity app on the aTV. This would allow me to move (or add) an Apple TV to the kitchen TV so that we could view the OnDemand content there. To me, Airplay is a bit of a waste for this in that I tie up an iPad and the TV, not to mention hitting the home network 3 times instead of once.
Alternatively, if Apple could secure deals with the networks (or perhaps the production companies) that allow for monthly subscriptions to certain channels or a block of shows, that could start a new trend in media consumption. Of course, the networks and cable providers would likely poop on this idea.
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