Click to Open Overlay Gallery ARIEL ZAMBELICH/WIRED“I FINALLY CRACKED it.” That right there is the most famous Steve Jobs quote nobody knows what to do with. Four words that launched a thousand ships, each one trying to understand what Jobs discovered about the future of TV.
This week, the world is about to get the first inklings of what he might have meant. You’ve no doubt heard that Apple’s supposedly going to launch a hugely revamped Apple TV, designed to be The One True Set-Top Box. If the rumors are to be believed, this device has been delayed over and over, morphing and changing along the way. But with its (supposedly) $149 set-top box, Apple is (supposedly) about to upend the way we think about how we watch TV.
It shouldn’t even be that hard to do. What buyers want is pretty simple, and Apple’s in a position to solve so many of the problems that have always plagued the TV industry. But it’s not technology that’s the problem, and (as Apple has reportedly discovered) Siri can’t solve everything.
The perfect Apple TV—let’s call it The One True Set-Top Box—is a pretty easy thing to imagine.
And we probably won’t get it anytime soon.
But we can dream, right? Let’s do that.
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