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Apple TV is necessary to keep retail stores fresh

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by John C. Dvorak, 05 May 2013Blog
Apple TV is necessary to keep retail stores fresh

In an interesting Business Insider article, Nicholas Carlson points out that Apple may have missed its window of opportunity to sell a smart TV. He essentially says that each day that passes means that it’s becoming harder and harder for Apple to do anything as unique as the iPhone was in 2007.

There is only one key factor left out of his argument that needs to be considered: The Apple Stores. They are getting stale and are ripe for something new to keep people pouring in. That something could be a few big TVs.

Even if Apple doesn't like the idea of getting into the TV game, it still has to make the stores attractive to people. But how?

Here's my advice: Make a deal with Sony and its OEM so that it can sell its outrageous 56in OLED 4KTV for twenty odd grand. This would not be a TV set Apple would expect to sell like hotcakes, but it would be a huge draw to the stores. Heck, I'd even drop in to ogle the device if I was in the neighbourhood. Because of the uniqueness of the device and the fact that it produces a spectacular image, it's possible Apple could sell more than expected, especially over in the US, to the jaded Silicon Valley billionaires who buy everything.

Imagine what would happen if Microsoft took this exact same advice and brought out a Microsoft Surface TV or even a plain 4KTV to liven up its American stores. Apple can't let that happen and needs to beat Microsoft to the punch before it is leapfrogged.

And don't forget that Microsoft already has a gaming platform that is set to be upgraded soon. This is a big draw for the Microsoft stores as the company continues to experiment with hardware like the Surface tablets. The competition between these two retailers will become a hot topic as Microsoft attempts to catch up with Apple.

Apple is never going to come out with a game console and it must upgrade the Mac line of desktops. If it lets those languish and never brings out a TV, the Apple stores will begin a decline that could be difficult to stop.

I've said this before and I'll say it again: The Apple Stores are beginning to feel like a basement discount operation. The iPod is on the way out. The Mac is old. The laptops look like they did years ago. The iPad is a hot product but not as exciting as it once was. The iPhone is all it has left. The store needs a kick in the rear with something hot and new. It has to do the TV sooner rather than later, even if it is just for show.

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