Apple TV: Not ready for prime time (no, that headline is not an error)

Apple TV: Not ready for prime time

I have a hard time understanding the new Apple TV.

Other than the addition of 1080p high-definition resolution, it’s the same device as its 2010 predecessor.

Sure, it now allows streaming from Netflix and iTunes, but here’s why it’s largely redundant: You need a television with high-definition capability to use it. And if you have an HDTV, chances are that television is Internet-connected. And if your TV is Internet-connected, then you’ve already got access to Netflix.

Yes, Apple TV also allows access to the expansive library of television and movies on iTunes, with purchases stored in the cloud. But at about $5 per movie rental, frequent use can add up. One can hardly imagine iTunes replacing cable providers at the current pricing.

Sure, access to YouTube is handy. Apple’s inclusion of Wall Street Journal Live and MLB.tv is a nice bonus. But again, the majority of Internet-connected televisions can grab much of that content anyway.

Unfortunately, if you don’t have a network computer or an iOS device, you need to pay $24.99 per year for iTunes Match to listen to any of your purchased music â€" even if you bought it from iTunes. If you’re a Mac household, this likely won’t be a problem, but it’s enough to turn a PC person away.

Working against Apple is that competing devices such as Roku 2 offer more streaming services, including HBO Go, Hulu Plus (too bad Apple TV doesn’t feature this) and Pandora.

Apple TV also faces serious competition from Xbox Live, which has seen subscribers go from 25 million in 2010 to an astonishing 40 million today. Estimates are that at least half of Xbox Live users are primarily viewing movie and television content instead of playing video games.

Like its 2010 predecessor, Apple TV is a thing of beauty, an unassuming black box designed with a masterful minimalist aesthetic, along with a slim silver remote. It has the form, but not the function.

Yet there is a reason to love Apple TV, even though it’s not what the company has chosen to promote. AirPlay Mirroring is a feature that allows your television to become a mirror image of your iPad or iPhone. This function is extremely impressive for its picture quality and lack of lag time. I could see Apple making mincemeat of often-clumsy PowerPoint presentations with this feature. And for Apple TV’s bargain price of $99, the mirroring feature may be enough for some businesses to make the investment. So is Apple TV a set-top box meant to replace cable television or a presentation device meant for work meetings? I have no clue, and I’m not sure Apple does, either.