It’s actually going to be interesting to see who wins this “watching downloaded movies on big-screen TVs battle” - Apple or Microsoft. Obviously still early days.

Right now, Apple’s offering with AppleTV Take 2 looks superior. However, also right now, Microsoft has ten million homes with Xbox 360s actually connected up to Xbox Live.

The question is: will Microsoft’s offering catch up in terms of library size before Apple TV can reach critical mass?

You’re also right to point out the iTunes store is still the market leader for downloaded video sales overall (Xbox Live Video Market place is second, I think) though.

This isn’t just about Apple TV though, it’s the whole of the Apple ecosystem of consumer devices from it’s computers right though to the iPod range. Apple TV is the top of the presentation range but to just compare Apple TV to Xbox numbers is wrong. You have to consider the number of household using iTunes vs number of households with Xbox. Movies rentals are available on any devices that can run iTunes, and that includes Windows boxes. Just look at all the rouble you had to go through to get your Xbox talking to your PC, the average rental consumer isn’t that bright, Windows is fundamentally difficult for the average consumer to use with ease - the opposite of how iTunes works.

In a few years I think we’ll reflect on this announcement and only then be able to truly appreciate the shift that just happened in the whole market. Whilst HD-DVD and Blu-Ray has divided all the studios, this Apple announcement seems to have united them - shinny plastic discs, no matter what format they carry are old technology in most consumers minds. Apart from getting HD-DVD or Blu-ray with your Xbox or PlayStation, is anyone else actually running out to buy standalone players? And how many of those with Xbox and PlayStations are actually watching high quality movies with those boxes? Then compare that to the number of people watching movies and podcasts on their Apple gadgets? It’s not just about stuff you buy to watch, it’s all that’s available in iTunes that includes exported content from TiVo(EyeTV) content that consumers are using their Macs to record combined with all the free material available through podcasts…

http://www.electronista.com/articles/08/01/17/bbc.iplayer.for.apple.tv/

The problem with renting the HD discs, though, is that the rental companies tend to not carry enough stock - so right now, people often have a wait to get hold of the title they want.

Clearly, there’s no such problem with downloadable rentals… Apple ain’t gonna run out of bits. And *fundamentally*, downloadable rentals are much more convenient for consumers than renting discs - faster, no need to return etc. etc.

The main competition for the Apple TV Take 2 is the Xbox Live Video Marketplace. The new Apple offering looks better than than the Microsoft offering - cheaper for HD movies, more studios signed up, so Apple will soon have a bigger library.

For people that want to rent movies, Apple TV looks like a good offering. However, the studios really need to stop dicking around and at at least offer these the same day that the DVDs go on sale. Otherwise, people that want to *download* their movies, will *already* have downloaded them before being given the chance to download them legally. Personally, I think they should do the rentals *before* offering the DVDs for sale… but it seems the studios aren’t smart enough to figure out that’s the right way to go.

With the MacBook Air I think they decided to take zero risks to make sure they avoid any heat issues, as Apple learnt with the epic tragedy that we now refer to as the quest for the mythical PowerBook G5, there is only so much you can do with clever internal heat management, so they’ve done none on MacBook Air and hence the 1.6-1.8Ghz ..

Mobile penyrn should be much more efficient and when combined with smaller footprint provide for some further sliming of machine. If optical drive is removed and SSD used could see it down to 0.8″ range.

I get that people would have liked more innovation e.g. funky new tablet form factor with multi-touch display. I’m sure that will come at some point.

I also get that people were hoping for a new Pro machine, perhaps with a smaller form factor than the current MacBook Pros. I’m sure that will come at some point too.

But, for what it is - a second machine on the home network; or for carrying around to meetings… the Air looks just fine to me.

Again, probably perfect for consumers and will probably do very well in Japan, but not a machine for the Mac hardcore yet who would only be able to use this as a secondary machine and not the main workhorse.

Though, can see some of this technology reaching the MacBook Pro in the next revision - they will certainly use the new Trackpad across the family and since 128GB SSD announced at CES and going into production that will probably make it’s way as a BTO option at some stage.

It’s a sweet machine overall but we where expecting something a little more radical and daring. Still room for a tablet Mac variant - like a MacBook Air but with a touch screen and novel removal/clip on bluetooth keyboard so can use it like conventional laptop but then rip off the keyboard when you want to go extra light. This was an interesting concept done by an artist,

http://link.brightcove.com/services/player/bcpid1358321681?bctid=1364230543

Also, bit disappointed that it’s only 1.6-1.8 core 2 duo, still screaming fast for most purposes, but significantly slower then the MBP currently at 2.6 Ghz. With the original Duo series, the 2400, and the Aluminium 12″ there was no compromise is processor speed or graphics chips….