The Internet is full of information about launching Apple TVs to the market. The websites brings first reviews and tutorials for the whole device. If there is one thing, which can be seen as excellent on Apple and its approach, it is the ability of Apple to make a huge advertising campaign for free. Completely without investing money into the promotion as viral marketing is working for them. Apple has to do nothing, the Internet and newspaper magazines are doing their job.

So far, I still do not understand the whole concept. Maybe, I am stupid, but my first impression was, that I can put away my DVD recorder as the Apple TV will be able to record the movies and TV shows for me and then I can watch them instantly – on my TV or my Apple or PC computer. How stupid expectation that was?

The review explains, that to make Apple TV recording, it would need more skilled users and Apple has chosen easier way. But have a look at Ikea. I am completely non-technical guy, but I was able to build all the furniture at my home just from the pictures in the boxes they provided me with. Sure, I had to know how to work with screwdriver, but I really did it.

Why should I put a one more device around my TV? My first impression was, that:

1. I will take a DVD disc with the movie.
2. I will put it to the Apple TV and it will copy the movie to its internal memory.
3. I will put the DVD to the box as it will not be needed.
4. iTunes will recognize there are new movies in the Apple TV and it will copy them to the iTunes library, which will be shared across the computers and Apple TV.
5. When I will buy content on iTunes Store, it will be distributed the same way.

This was a completely wrong idea from my side. The correct approach is to expect Apple TV to be just a player. But then, I can use my DVD recorder as well and it knows to store movies inside. I do not have to worry about syncing and other issues as well.

So far I am really confused with Apple TV. I was expecting to receive more. That it will play movies directly from the Internet. That the device will allow saving the movies from the Internet and TV Broadcasting. That it will act more like the chooser of my favorite shows and allowing me not to miss a single one. Should not be that nice to select a genre of movies you like and it would save them automatically when they are shown on your favorite channel?

I think it is a hell a lot of money just for a bit smarter DVD player. What do you think about it? But maybe, I am completely wrong.

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