Will the New Apple TV Feature Human Curation?

The Apple TV is long overdue for a refresh, and it appears as if we may see one very soon. Many users and media outlets expected a new Apple TV to release this past June during the annual Worldwide Developers Conference. However, roughly a week before the event, rumors circulated around the web of the device being pulled from WWDC, not quite “ready for prime time”. Well, the hype is back, and there is plenty of speculation that we’ll see a brand new Apple TV on September 9th, the day Apple is expected to announce the iPhone 6S and 6S Plus.

The new device is expected to see a massive upgrade in internal components, as well as some exciting new features – is there a possibility that human curation will be one of them?

Apple Unveils Updated iPad In San FranciscoApple CEO Tim Cook Discusses the Apple TV at an Apple Event 

According to Beats co-founder and Apple executive Jimmy Iovine, it may be in the future. In a recent interview with Wired, Iovine discussed human curation and its impact in media. When he helped design the Beats Music streaming platform, the human element was a big part of the model. He continued to push the importance of human curation when Apple bought Beats Music and incorporated it into their new streaming platform, Apple Music. “The distribution in music needs to get exciting again, it needs to have a pulse, a heart,” Iovine said. “The way it’s being delivered is very mechanical, very cold, without emotion. And that’s what we’re trying to change.” Iovine went on to describe how he believes the same curation strategy could and should be applied to other media – TV included.

“We all know one thing, we all have different television delivery systems, don’t we all wish that the delivery systems were better, as far as curation and service?” Iovine went on to discuss Netflix and other streaming alternatives, stating that the technical aspect of such services are quite good, but lacking in helping the consumers decide which media to consume. “Sit down with your girlfriend or a bunch of friends and try to find a movie online. That box helps you none – it doesn’t help. You’re on your own. And eventually that will catch them unless someone digs in and really helps the customer. And entertainment needs that, it needs to live and breathe.”

1171 APPLE QA 6p_v3for jpegs.inddIovine Introducing Apple Music

While Iovine says he’s not ready to make the jump to another medium just yet, he hinted that if curation is to be the future of streaming television, Apple would be the ones to get it right. “I think it’s never perfect. But I think you have a better chance of being perfect at Apple than anywhere else.”

The new Apple TV is expected to be quite the improvement upon its previous iteration. An improved processor, new remote, greater abundance of memory, and slimmer design may draw in tech fans looking for the newest, hottest gadget. However, the TV will likely add features that cater to a larger audience. An app store with support for third-party apps could open up endless possibilities for new viewer content, and support for Apple’s much-rumored and highly-anticipated streaming television service could draw in the large mass of viewers that are fed up with the inflated prices of cable and satellite services.

071415-APPLETVSERVICEMOVINGFORWARD-2Apple TV Concept Art by Martin Hajek

With all these resources behind them, it’s possible that Apple may offer human-curated television services in the future. There certainly is no shortage of great TV media out there at the moment, and consumers often have a hard time deciding what to watch. How often do you decide to begin a TV series solely based on a recommendation from a friend? If Apple can offer the same strategy for television that they have for music, it could change the way we watch TV.

What do you think of the new Apple TV? Will human curated TV show “playlists” make your viewing experience better? Let us know in the comments below!

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