Apple TV to become ultimate entertainment device as video games enter new era

Apple TV is expected to become more than just a viewing device as the company taps into video games. Analysts believe that the company’s latest TV, available in stores later this year, could upset the existing gaming market and usher in a whole new era.

Although gaming is still a big thing and sales figures still hover in the millions, traditional game console sales have slowed. Sony's Playstation reached its sales peak in 2000 with the PS2. However, the PS3 and the PS4 did not follow through, with sales numbers dipping. For Microsoft, the Xbox 360 remains its peak console but it was released 10 years ago.

Apple, meanwhile, has largely focused on the iPhone and iPad over the last decade, largely ignoring its TV streaming device. However, the company has already sold over 25 million units of the Apple TV -- figures which are comparable to the number of installed PS4s to date. Given the television's sales figures without Apple's focus, the company stands to gain more should it choose to devote more time on Apple TV’s development.

According to The Motley Fool, the Apple TV has a huge potential within the gaming industry, as it merges the features and appeal of consoles and televisions boxes.

"The Apple TV will never be a replacement for dedicated consoles for hard-core gamers, but it could be a family-friendly device like the Nintendo Wii was and fill a gap in the gaming landscape. It will also allow innovation in everything from gameplay to monetisation models to controllers, all on the successful Apple app platform that already boasts hundreds of millions of users," the report said.

However, the potential for Apple’s disruption does not come without a challenge. IP television solutions like Apple TV and Google's Chromecast are now banned from Amazon. According to Tech Cocktail, the decision may be linked to the low demand of Amazon's line of branded TV products. Amazon maintained that the move is mainly because of Chromecast and Apple TV’s incompatibility with the Amazon Prime Video service. Analysts, however, accuse Amazon of taking an anti-competitive stance to boost demand for its products.

Experts maintain that even with the move, Amazon's products need to change rather than be a part of an anti-competitive decision. The products reportedly do not merit enough appeal as opposed to competition like Apple TV and Chromecast.

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