“I Only See My Wrist”

Colbert surely twisted the shiv in Cook’s gut with that one. “I Only See My Wrist.” That was the money quote that day. Classic Colbert.

Yes, yes: Everyone’s waiting and anticipating the Apple Watch. Except, maybe, me. I do so enjoy being the odd one in the bunch.

I’ve played the latest Apple keynote through three times + the iPad Air 2 intro video this morning. I’m still perplexed at how the Watch fits in.

If THIS is Apple’s answer for the TV remote I’m not sold. Yet. I reserve the right to be sold later. But, just now, I’m not buying.

The Apple TV IS the undisputed battleground of tomorrow and Google, Microsoft, Amazon, everybody is going to be vying for the choice spot at the digital nucleus of the family. It simply makes a ton of sense.

In my house, Apple’s already won that battle. They don’t need to fight for the right to be my remote (I keep finding the damn things in my couch!). How many of those have I purchased as a replacement only to find it later? I AM looking forward to the day Apple gets it’s head out of the clouds and unveils the potential of the Apple TV: home security, home automation, home communication, home entertainment… Hell, Apple HOME right?

So, while Apple TV is coined a “fascination” of Cooks and technically a “hobby” of Apple’s… Why is Apple Watch being billed as something entirely Full Born? Shouldn’t Apple Watch be at the Hobby 1.0 stage? No? Hmmm. So, I’m left scratching my noggin wondering if Apple TV is going to be rechristened as something entirely different at some point. And billing it as something less than what it is to become is distasteful to Tim Cook. Possibly. I wonder if Apple TV will simply be discontinued. We consume so stinking much content on our iPads these days don’t we? It’s intimate. It’s personal. It’s a private window into whatever is going on. Five people can be watching five different things. AirPlay bridges the sharing gap nicely (Kudos Apple! Nailed that one). So, Apple TV doesn’t need Watch to make it a complete product. Apple TV needs a better interface and a better solution for content access. And, perhaps THAT is the rub. Apple TV is a “hobby” until Apple can perfect the user experience. Maybe they feel they have the Watch 1.0 experience pretty nicely tailored. At least well enough to warrant “non-hobby” status. I could hop on board if that’s the rationale.

Apple TV could be so much better. So much nicer. If Apple IS about a delightful experience, Apple TV falls short of their expectations and deserves the arm’s length relationship it has with mothership Apple.

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