$20-$40 final BOM cost, including manufacturing.
That's why Apple produced the new Apple TV. The old one was pretty much a Mac. This one is pretty much a cut-down iPod Touch.
Ah. Guess it makes sense. Is the Apple TV still Steve's "hobby"? Higher chance of it actually being popular this time around as more people are experimenting with streaming video.
When it was announced at the press conference, it was introduced as "One more hobby," so no, Steve doesn't think of it as a big focus of the company.
The entire reason for being of the new AppleTV is the lower price. $99 is very good, but the new box really doesn't do anything new. Netflix simply isn't good enough anymore because Netflix is everywhere.
However, I do think that Boxee has a tough road ahead with that $199 price tag. I think it's worth it, but it won't have mass appeal with that price and without the average consumer being able to grasp what exactly the box does.
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