Small Dreams for Big Screens

Today’s iPhone Event wasn’t as huge of a high as it could have been, mostly thanks to a constant stream of leaks throughout the summer…

We knew the X’s screen size and shape, were certain that wireless charging was finally on its way, and had the inkling that some form of FaceID would replace the fingerprint sensor. We knew the Apple Watch would get LTE and that Apple TV would get 4K and HDR support. And we knew Apple would talk a lot about the new campus and theater this event took place in.

There were some surprises, though… like using the Qi wireless charging standard instead of a proprietary Apple thing, that 4K/HDR content would be priced the same as HD on iTunes, and that Apple believes its retail centers can be equals to public spaces like parks and libraries.

But I want to talk about an overlooked opportunity which I hope they don’t ignore forever: an Apple TV Stick.

My apartment has 3 places to watch TV, and none of them are 4K/HDR ready. Only one of those spots has a room for the current Apple TV to sit within a normal HDMI cords reach. We currently move the device between the bedroom and living room, rarely if ever using it with our projector in the basement. We aren’t playing games, we don’t download apps, we really just use it for streaming and AirPlay, so that makes it impossible to justify dropping $150 just so we aren’t carrying it between rooms anymore.

But, a smaller, cheaper device would absolutely fit into our budget and save us some hassle. It would be tempting to throw into the projector for dedicated streaming use in the basement (freeing up the PS4 to be a games-first/only machine again).

Outside of the home, it would be super nice in the workplace. Currently, every major meeting room at work has an Apple TV plugged in so that it’s easy to take over the TV/Projector and soundbar for presentations. The rooms that aren’t used as much, or are too small to warrant the upgrade, have older Mac Mini’s plugged in with a wireless keyboard and mouse on the table. Having the option to forgo the expensive and unnecessary current AppleTV for a streamlined Stick would mean our same budget could cover all those rooms, and depending on the price, also save some money.

With the Chromecast and FireTV already having that form factor, it feels like only a matter of time before Apple gives us a less powerful, streaming and AirPlay only AppleTV… but maybe they’re afraid of going down that path and distracting users from their larger plans for the living room. Their dream is to have an AppleTV act as your HomeKit hub, the center of your large screen entertainment center, and a place to share experiences with one another.

So, focusing on a more practical, low powered device may seem antithetical to their goal. But I’d sure as hell pay for one. It may not be ideal for your main TV, but it would be perfect for the bedroom, game room, or meeting room.

Maybe now that 4K/HDR is taken care of, something smaller will be on the horizon next year.