We had the hardware expertise, the industrial design expertise and the software expertise, including iTunes. One of the biggest insights we have was that we decided not to try to manage your music library on the iPod, but to manage it in iTunes. Other companies tried to do everything on the device itself and made it so complicated that it was useless.
...best suited for iTunes addicts only.
...for those who want to use a proven, easy-to-use interface to play a huge and diverse iTunes library through a home-entertainment system.
...people who live in iTunes will enjoy the simplicity of just plugging it in and never having to fuss with anything...anyone should be able to use it with ease. For users who don't want to concern themselves with media library management, disparate home media serving and libraries, and the more complex bits about digital media in your home theater, there simply isn't an easier, more enjoyable way to get content from your computer to your HDTV.
...Apple TV was designed to be an accessory for iTunes and your computer. It was not what people wanted. We learned what people wanted was movies, movies, movies
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