We take a look at Apple's new products, the Mac Mini (Intel based) and iPod Hi-Fi and tell you why they were over-hyped.
By Michael Greeson
President, The Diffusion Group
Earlier this week, Apple introduced a new iPod boom-box and a series of Intel-based Mac Minis. Shortly thereafter, the usual suspects were up in arms that neither of these new products lived up to the pre-release hype for which Apple has become famous. In fact, the press and Apple’s fanatical base of supporters focused more on the disconnect between hype and product than the merits of the new solutions. Such is the danger of being an industry innovator – when your products fall short of being truly original, your own success becomes your worst enemy.
For the purpose of this essay, let’s forget about whether Apple failed to live up to its own PR. In fact, let’s ignore the PR strategy altogether and focus on one of the product announcements: the new Mac Minis. There are a couple interesting features that (while not necessarily spin worthy) may provide a glimpse into how Apple is planning to approach the digital living room.
The New Mac Minis
While not officially positioned as a “living room PC,” the new Mac Mini is Apple’s first intentional foray into this space. The new platform features a variety of entertainment-specific goodies, including a six-button remote, Apple’s Front Row/Bonjour media software package (beefed up to support shared music, photos, and video), a dedicated TV output, a built-in WiFi access point, four USB ports, and S/PDIF audio output. Just to make sure you don’t confuse this with a home office PC, Apple doesn’t include a keyboard or a mouse – just a remote control.
There are two interesting features that serve to distinguish the Mac Mini from other media center PCs. For one, the remote control is very unique. Second, the Front Row/Bonjour software package may be the first to actually deliver on the promise of plug-and-play for digital media. This essay will focus on the remote control. Yes, it is the software package that enables the remote’s simplicity, but the design of the remote deserves special attention.
Ockham’s Razor in Action
The Mac Mini remote control only has six buttons and looks similar to an iPod but without the viewing screen. Let me repeat that just in case you missed it the first time: the remote control has only six buttons and it looks similar to an iPod. Unlike other MCPC vendors and the CE community in general, Apple seems to think that six buttons and a killer graphical interface are enough to enable consumers to easily access and control their digital media.
Avoid adding buttons to a remote control even though we can? Brilliant!
As Ockham’s Razor (also known as the principle of parsimony) reminds us, given a choice between two equally valid explanations, the simpler of the two is preferred. This principle applies equally well to architecture and product design, although it may seem foreign to most CE designers. For example, I recently purchased a multi-room/multi-zone AV receiver from a upscale CE manufacturer, a complicated beast with a remote control that looks like the pilot’s panel of a 737. I’ve had the system for more than two months and I’m still learning how to execute the basic multi-device commands. Does it have to be so difficult to use? Not at all, but many CE vendors fail to grasp the importance of an elegant user interface.
Do they believe we find 75-button devices aesthetically pleasing, or that we savor the difficulties of putting such devices to use? Their delusion is downright sadistic and it seems to be plaguing media center PC vendors as well. Have you seen the remote controls offered with Windows Media Center or Viiv-enabled PCs? Seem remarkably similar to CE remotes, don’t they? (That’s because they are CE remotes.) While Microsoft and others have spent a fortune to reposition the PC as the premiere media platform – and include a remote control specifically to enable the ’10-foot experience’ – they chose a remote control that looks, feels, and functions just like a CE remote. Another lost opportunity to improve the user experience with a very simple change.
Complexity in CE was considered cool a couple decades ago (think of the 70s and 80s, when the quality of your stereo was proportional to the number of buttons and switches it had). Today’s consumer, however, increasingly shuns complexity, preferring new CE designs like the iPod over bulky, boxy, button-laden devices. The desire for “sophisticated simplicity” is becoming an important factor in determining which CE device a consumer chooses to buy, and Apple can take some credit for this trend. A quick glimpse at the iPod (and the simplicity of the iTunes online music store) is enough to prove this point.
Similarly, Apple’s remote control is yet another example of the company’s emphasis on designing elegant, easy-to-use solutions. Yes, it’s just a remote control. But it’s the remote control’s banality that makes it such a powerful expression of deeply Apple believes in this vision, what I call the “sophisticated simplicity” strategy. If one looks closely into the remote control, you can almost make out images of Apple’s future…
In this not-so-distant future, I see Apple introducing a variety of digital home media designs based on the “sophisticated simplicity” strategy, most of them wrapped in Apple’s minimalist hardware with warm blue backlighting and easy-to-use interfaces.
I see a home theater system that unifies traditional digital TV services such as cable and DBS with native broadband connectivity; that locally stores vast amounts of digital media; that can seamlessly access content stored on other networked devices; and that allows consumers to add new components without having to worry about the hassles of configuration.
I see a rush of copy-cat platforms pushed into the retail channel but months too late to head off Apple’s digital living room push.
I see CE stalwarts like Sony and Matsushita, along side PC OEMS like HP and Dell, explaining to share holders why they didn’t think of these things first.
I see all this in a 6-button remote control? Profound insights sometimes come in very small package.
For more information about The Diffusion Group, visit our website at http://www.thediffusiongroup.com/.
Showing 33 comments
RSSI'm 42 myself and am over the thrill of working out some complicated device's interface. That was fine when I was 20, but now I just want to use it and get on with life.
In regards to my comments on how you do not "really own" the songs you pay for with iTunes, let's get real here. You pay $.99 for a sing you can only play on a handful of systems after which it won't work on any more, and it only works on the Apple iPod. Fairplay does not = fair use. I think you are blinded by Apple and its sad to see that.
You argue that Sean is supporting the "Dark side" meaning Bill Gates, but I hardly think Steve Jobs is an angel. How many lawsuits have there been against Apple due to faulty batteries? What about the scratched screen on the Nano? Or putting retailers out of business that used to sell Mac products? Or how about using Apple fansites for leaking information? None of those are acts worthy of a Nobel Prize, so why support Steve any more than Bill? There is no lesser evil here.
I can tell you probably spent a couple hours writing responses to everyone which tells me you have too much time on your hands. ASnd being an environmentalist probably means you stress out more than the average guy, seeing how everyone is poluting the world on a daily basis.
Relax and realize this is a FUN debate, and there is no reason for name calling or aggression please.
Thanks!
"I love the maclot, I truly do" that's great to hear!! If only I knew what the "Maclot" was?! Are you stereotyping me off one little post I made?! That's just as bad(and stupid) as saying all black people are criminals! (I'm half Black by the way) So I should assume you are part of the Windoze lot then?! Pardon me, but I think you are the one that has been brainwashed into thinking that there are such "lots". I'll tell you I do love MOST Apple products and CHOOSE to use them because of their QUALITY. Ever hear of the saying: "YOU GET WHAT YOU PAY FOR"?? Do you really think that most people buy BMWs because they are a status symbol??! That's what Hummer H2s are for. If you can afford quality then why not go for the more expensive, better product?! I can afford Apple...therefore I buy it. What I can't afford is a $100 Apple case for my iPod made of the finest leather, therefore I bought a cheaper case to suit my budget which still gave it the same amount of protection. But some people can afford a $100 case so why shouldn't they buy it?!
"Do people like Vets really not see that they have fallen for the best new trick in marketing, the ?new luxury? brand?"
No, actually I don't see that! Is it really a trick?! (again you've stereotyped "the people" to be like me) I paid for a computer and a DAP that clearly work better, look better, and interact more seamlessly together than any other product out that I could've bought with my hard-earned money. Shouldn't that mean I have to pay a 'little' more for them?! For example: shouldn't you pay more for dinner at the fancy Italian restaurant than the McDonalds just for the fact that it works better with your stomach even though they both fill you up the same?! (okay bad example-but you get the point, don't make me compare BMW to Kia)
"I bet Vets only buys his kitchen gear from Williams Sonoma, his golf clubs from Callaway Golf and drives a BMW not for the fact it?s an amazing driving machine but because it?s brand appeal and status symbolism."
Wow, this one makes you sound like a complete jackass, you couldn't be farther from the truth. My iMac & iPod are about the only "luxury" things I have because I'd rather have no computer at all than have to use Windows all the time.....yeesh. 90% of my kitchen gear is from my local Value Village on East Hastings, Vancouver. The other 10% is from my local grocery store. (if you don't know what Value Village is, it's a second-hand shop) Nor do I even know what Williams Sonoma is! I have never played golf once in my life (I'm 24) (except mini-put!!) I see it as a complete waste of money....why pay so much to hit a freakin ball on some nicely cut grass??! I'm more into downhill mountain biking, especially in Whistler, BC. Lastly, I have never owned a vehicle in my life, not because I can't afford it, but because I'm one of those people that actually cares about our Earth. I get around mostly by bicycle, or skateboard/bus/subway combo.........how's that for a status symbol A$$hole! I bet you drive a gasoline chugging truck Sean! (or whatever, something that damages our environment) If I could afford it, I'd buy the damn most expensive green car I could, and will once they are absolutely zero emmisions.
"For one second let?s look at the third product introduced during this event.." why even bring this up, and your stupid "luxury company" theory. The reason it's so expensive: 1. not to alienate 3rd party case makers 2. It must be some damn fine leather (have you even saw it in real life? touched it? If there are leather boots out there for $1000s just compare the amount of material, I'm sure you are getting your money's worth-the people that can afford it will anyways. It's not like Apple is selling expensive clothing apparel, for Christ's sake-look what SJ wears at his keynotes. It's not like he's wearing Versacci or whatever, even though he could clearly afford it. People won't be wearing Apple's $100 leather case on their forheads.
"...brought ?new luxury? marketing that creates brand zombies from idiots..." I don't doubt that there are some people that will buy everything Apple puts out, but I'm sure these "brand zombies" are few and far between. Also applies to much more than just Apple products! "...individuals looking for something ?better....? Apple products in general usually are better than cheaper products. Higher quality materials & engineering=better. Of course everyone has their own opinions on particular products, such as Apple's new iPod case.
"Apple chose to go with six buttons on their remote because they know from market surveys that the vast majority of their target market are in fact these brand zombies that can?t manage more than seven options at a time mentally"
You think the majority of Apple users are brand zombies?! You really need to get out and socialize a little more buddy. Let me ask you three questions: 1. Why would anyone need to "manage more than seven options at a time"? 2. Why would Apple add more buttons if they can do what they wanted to do with only six? 3. Do you have any concern for our environment at all? If Apple's remotes are 20% the size of competitors remotes, that means an 80% reduction of toxic materials. If all remotes that were ever made were the same size as Apple's it would mean whole hell of a lot less toxic material ending up at landfills. I'm glad we're finally on the thread topic, as I see this as one major reason Apple chose to use such a small remote. A smaller remote with less buttons will give the battery a longer life span. There's also no battery draining LEDs on it either!
"....YES Apple could have fit an encoder into the mini...."
Okay mister engineer......you still didn't address my question of storage space? Unless minituarization continues at an amazing rate, they would have to alter the Mini's casing to fit in a practical size hard drive. Clearly you didn't think this out, since you are a know-all and seem to think Apple is merely a "marketing monster". You just had to blurt it out to prove the "maclot" wrong, right?! Consider this, since Apple is aiming for the Mini to be a streaming machine, that would mean there has to be a bigger computer around. That computer would be the one with storage space and video capture abilites. PowerMac users have had video capture cards for years, and iMac users could easily add a solution such as EyeTV. Problem solved, there's absolutely no reason for the mini to have a PVR built in. The idea of the mini is that it's small and unobtrusive to add to your existing home theatre setup. If anything, I can see Apple making a "mini" Mini, instead of just cramming more and more stuff into it as components get smaller.
"....however Apple must offer better resolution versions of content or people will complain that the picture simply sucks."
Wow, Sean....I'm impressed. I actually agree with you on something!! Wait till April 1st buddy! I can see Apple rolling out the fabled Video iPod along with huge improvements to the iTunes store! Let's all hope!!
"I personally thought Ian's comments were interesting and he has a point. If I buy something like this, I want to own the media thats being played on it. I do not want to be bound by Apple's iTunes rules."
Uhhhh, am I missing something?? That is what iTunes is all about! That is exactly why Apple chose a pay per track model instead of a stupid subscription model where you would lose all your content the minute you stop paying. Now if it were like that your comments would be justified. Sure there is fairplay, but if you have an iPod....then it is perfect! Media companies wouldn't let content sold over the internet to not be protected from copyright fraud somehow.(thanks to all the people that steal over P2P)
It doesn't limit how many times you can watch it, you can even make a back-up copy.
As for other content: you can rip your dvds, home DV camera footage, video podcasts, plently of other royalty free content online, P2P (although I don't support it), and if you NEED it: you can get a video capture device such as a Neuros MP4 recorder, Elgato EyeTV, etc. Am I missing anything? Surely any content that a "Media Centre" can handle!
"I don't see anywhere where Ian was knocking the remote control on the Apple mini, so why did you attack him like he was?"
Exactly!! So why did he even post on a thread with the title 'A Remote Control that Tells the Future?' Too many people write rubbish on threads where their comments don't belong-which always ticks me off a little. I'm no better now of course but: he started it!! lol :) Of course he pushed me over the edge when he was childish and arogant enough to write: "Apple could be screwing me and I am loving it!"??? Did you read that line Michelle?? Do you always agree with people that you don't know and make ******** comments like this?!
I won't even get into it I'll save that for Sean, the reason I got mad is because his post was irrelevant to the thread and he had the audacity to make a comment like that. If he loves Apple products so much why make a comment like that? Maybe he was talking about himself....aww now I get it, maybe he likes it up the A$$!!
"It's like everyone thinks its such a genius idea what Apple is doing, yet its costing us all a lot of money for music and movies we technically do not own, well at least not do anything we want with it."
What is he talkng about?? Pirating content and selling it? Because that is the only thing Fairplay prevents people from doing with their content. Average Joe Criminals....pfff! I hope I see Ian's name in a police report soon, it's because of people like him that Fairplay even exists. He asked for it: "Thoughts?"!
"I think you need to get some fresh air and realize this is an open debate, and not worth losing sleep over"
On the contrary, I think you need some air.........and yes I do realize this is an open debate-that is exactly why I commented! By the way, I had some of the best sleep ever after my post yesterday, and I have a feeling I'll sleep even better tonight knowing I've righted some wrong in this world! :)
on the flipside, elgato's eyetv is gonna sell like hotcakes now
For one second let?s look at the third product introduced during this event, the iPod case. It?s leather, it?s designed by Apple and it?s $100! Yes! A onehundreddollar case for the iPod! Apple as of this day is no longer a technology company, Apple is no longer a computer company Apple is now a ?new luxury? company just like Coach, just like Crate & Barrel. Apple is a marketing monster, nothing more. What is sad is that for all the good ideas that Apple developers have brought to the CE/IT sectors they have also brought ?new luxury? marketing that creates brand zombies from idiots as well as well rounded individuals looking for something ?better?. Personally I think Apple chose to go with six buttons on their remote because they know from market surveys that the vast majority of their target market are in fact these brand zombies that can?t manage more than seven options at a time mentally.
From a practical EE point of view and an answer for Vets, YES Apple could have fit an encoder into the mini, the chips for this don?t take that much trace space up and they are quite small. However they went with the intergraded graphics chip from Intel and there are few options for encoding. From looking at the layout of the new mini PCB and taking into account the assumed requirement of encoding being an option, it would be quite easy to have included a riser slot above the system memory to connect the encoder.
I believe Ian Bell is correct in surmising that the choice to not include an internal encoder option by Apple was in fact made so as to help iTMS sales of TV episodes; however Apple must offer better resolution versions of content or people will complain that the picture simply sucks. I think that they have left a good opening here for companies like ATi and Haugpauge to create a thin stackable USB2 encoder device that will simply make this inane topic moot by providing an means for this device to do what many consumers wish it to do, record, playback and store rich media.
I don't see anywhere where Ian was knocking the remote control on the Apple mini, so why did you attack him like he was? I think you need to get some fresh air and realize this is an open debate, and not worth losing sleep over, because you are obviously easy to work up.
As for home system, I am sticking with Bang & Olufsen; though expensive, they make great looking products, excellent natural sound, and the best part to me, they make highly technical products user friendly. I come home press one button and the music comes on.! I understand the 'true' audiphiles may not share my appraisal, which is fine. I also do not share the idea that to get great sound you need racks, and racks of equipment. Apple appears to be heading in the right direction: introducing products that are made for non-computer geeks and are appealing to work with.
rd
Second of all, where else can you find a computer with the same specs and footprint as the the mini??! You can't! I find it hard to believe that there will be dual-core computers close to the mac mini's size (except possibly for some copy-cats.) How the hell would they fit the components for a PVR in there, huh?? Tell me that since you're so smart? Wouldn't you need a bigger hard drive if you had a PVR?? That would mean either making the mini bigger, or having an external hard drive.....which defeats the purpose of 'mini'.
Third, why would Apple help support people copy programming so it can find its way onto peer-2-peer, where people without cable could download it for free (which is illegal by the way.) Apple putting PVR capabilities into its computers would be like them bundling iPods with iLoads!! Both of which would increase costs and illegal trading of content.
Fourth, you can't find a fully "functional" PVR media centre PC for even close to the mini's price. As mentioned above (if you even read the comments) you can add PVR capabilities through ElGato EyeTV or other solutions. A mini with an EyeTV is a much better solution than any Media Centre PC and cheaper too! Apple is not stopping you from adding these things you know! I've never tried it, but I'm sure you can play back the files through Front Row too, which is a superior interface for viewing media (and innovative Dabbler.) With the new Bonjour features the mini seems like even more of a deal, show me a Media Centre PC do that without any config and I'll be impressed! So you can have hundreds of GBs on your desktop computer and stream them to the mini, considering the minis relatively small drive this is an awesome feature and allows the mini to stay at the present form factor.
Finally, why would Apple include unnecessary software/hardware when a lot of people (like me) don't even have cable!!! I know it might sound strange to all you couch potatos (sorry) but there are quite a few people that only have internet connections these days. Considering the iTunes growing library of TV shows and short films, (analog)cable is becoming less important and is old technology. (I'm 24) and I'd say about 30-40% of my friends only have internet connections now, one less payment every month!! Considering all of the legal content available online (iTunes, podcasts, etc.) and not so legal (P2P) I'm glad to see Apple resisting what I would perceive as a stupid move. Television has been the opiate of the masses for far too long, and I see it as a serious cause of obesity and unhealthiness in society. Especially since most of the programming on TV is absolute ********, propaganda and consumerism at its worst, with the exception of the Discovery channel, and such. I hope Apple will release an iTunes Movie store with television content available on a subscription basis and at a competitive price to cable televsion. Then we'll see the ultimate Mac Mini!! Adios (and I hope everyone seriously thinks about their own health and our Earth's health.....televisions are major energy sucking appliances-more so than say an iMac!! All of which are presumably powered by non-renewable sources.) TURN OFF THE TV AND GO PLANT SOME TREES OR SOMETHING!!! Vets.
It's like everyone thinks its such a genius idea what Apple is doing, yet its costing us all a lot of money for music and movies we technically do not own, well at least not do anything we want with it.
"Apple could be screwing me and I am loving it!"
And don't get me wrong I love Apple products too.
Thoughts?
Also to 'RobM'.............your number 2. point made me laugh, that's so true!
The new Mac Mini is the shape of things to come from Apple. There are three things you should be aware of:
1 Apple will never include DVR capabilities in their products. It goes against the iTunes movie store concept, which should come later this year.
2 Apple usually goes for the gradual optimisation of its products, where a good design gets refined and refined with new features. In this way the revolutionary in the product sneaks up on the competition, and whooppee, Apple will have created a new market before the competition has realised it...
3 Apple did no hype for this recent event - it was all stirred up by various experts and pundits on the net!
I agree with a close friend that apple want to push content via the iTunes music store, not provide a device that allows content to be captured and manipulated for free.
the remote is cool, but digital TV ain't the next apple device.
Huh? Go ahead, and confuse this with a home office PC, it is a full blown OS X computer with a single or dual core intel chip, holds up to 2G of DDR2 RAM and a 120G SATA 7200 RPM drive.
I have been using a PPC Mini for a year now and find I can do anything on it that my wife can do on her G4 powerbook. Try hooking a keyboard and mouse up to it, (you can get both for around $25) you might be surprised.
It does other things besides run your TV set.
"I'm disappointed it doesn't have a TV Tuner or DVR capabilities. That would make it a killer device. I use XP Media Center and it works pretty decently - but it's connected to a big ass PC and it would be so cool to replace it with one of these cute macs.
I also don't understand why Apple hasn't done this unless they really believe the future is iTunes TV Shows - hence the lack of interest in TV Tuners and DVR capabilities."
1) As you mentioned, it would cut into iTunes TV shows and Music Video sales. Why spend $1.99 when I can get much better quality for free?
2) I find Windows Media Center a pain in the arse and complex.
3) You can use one of those cute little macs. ElGato ( www.elgato.com) has been making video capture hardware/software for the make for some time. They have devices that are USB2.0, Firewire 400 and Firewire800. As well as software that functions like TiVo.
That is 4 identical remotes. Sure, they only work on the correct device but that is still 4 remotes. Apple (or a 3rd-party) will have to make a remote with at least 1 more button so one can toggle through various Apple IR devices.
That being said, I'm sure Apple thought of that when they decided to add an IR sensor to everything and we'll have such a device by this summer.
I also don't understand why Apple hasn't done this unless they really believe the future is iTunes TV Shows - hence the lack of interest in TV Tuners and DVR capabilities.
Its 15 years old and nothing on the market is any better.
I've been waiting for 15 years for Apple to design a home stereo. Hopefully my wait will be over soon.
- Dan
The reason people were up in arms is because the MacMini should have had DVR capabilities. Otherwise, why did it take so long for it to come out? Frankly, I thought that the Mini would have had FrontRow a lot sooner(since it was the most obvious machine to put it on), but Apple announced FrontRow for the iMac(twice) and the MacBook Pro before the Mini got it, so the Mini with FrontRow was a forgone conclusion. In my mind this is the Apple equivalent of going from a 2.8 GHZ Pentium 4 to a 3.5 GHZ Pentium 4, sure it's faster but so what?
In short, sure, Apple is making some cool products, but if all they do this year is announce the same machines with Intel processors and say that each one is 2-5x faster, then they should stop having "events", cuz even Apple fans are getting bored of them.
The rumour sites and analysts on the other hand caussed more of a stir and created the hype this time. Its one thing to want something, which is fine. But don't pin the dissapointment on Apple for something they never promised.
In regards to over-hype, I think Apple needs to calm down with these "Secret" press events and rumors or its likely to bite them in the butt.