Apple has just debuted a brand new ad for the fourth-generation Apple TV. Unsurprisingly, the new ad continues the company’s trend of promoting the set-top box’s ability to run a variety of apps.
Watch and play
The half-minute spot notably has the device transforming into different apps from different categories — including entertainment, shopping, food, and games — with animations and effects suggesting what can be done with those apps.
The featured apps are (in order of appearance): Netflix, iTunes, Watch ESPN, Asphalt 8: Airborne, Disney Infinity 3.0 Edition: Star Wars, Gilt, GrubHub, Showtime, Crossy Road, HBO Now, and Fox Now. (Some of these apps have been featured in previous Apple TV ads.)
Titled “The Future of TV is Apps,” the ad ends with the tagline, “The future of television,” and the Apple TV logo over a variation of the SMPTE color bars TV test pattern with colors inspired by Apple’s original rainbow logo, which has also figured prominently on Apple’s outdoor billboards.
Watch the ad below or on Apple’s official YouTube channel:
Watch out for more apps
The fourth-generation Apple TV’s extensive support for apps is made possible by its new tvOS operating system and integrated App Store, which already hosted more than 2,600 apps just over a month after its launch alongside the device in late October.
Apple is said to be encouraging media companies and developers to build apps for the Apple TV — a strategy it’s reportedly pursuing as its plans for its TV streaming service, which has been rumored for nearly a year, are said to have been met with some resistance.
Earlier this week, the president of ESPN, John Skipper, was quoted as saying that Apple has been “frustrated by [its] ability to construct something which works for them with programmers.” However, according to him, Apple’s negotiations with content providers are still ongoing.
In any case, there’s the Apple TV, which Skipper himself praised for its “significantly advantageous operating system” and “great television experience.”