Home Entertainment Apple's new TV looks a lot like the old TV

Apple's new TV looks a lot like the old TV

Apple dealt with the distribution of news and magazines, a new credit card and games before they reached the Hollywood business, where the prevailing message seemed to be: "We come in peace. Also, look at all these celebrities!"

The main problem is that while all the previous ones have evolved in an evolutionary way – like the new generation applications in each of these areas – the model for the distribution of the programs and the original production is basically the addition of Apple to this that everyone else is trying to do.

The new head, in other words, still looks a lot like the old one: a shiny wrinkle, perhaps, but hardly a revolution.

In fact, the main point of support for the programming of the festivities is that there is no way to reinvent the wheel – that Apple is in the same business as networks, studios and streamers, which means courting talent and try to identify successes. The same applied, in large part, to his efforts to optimize the distribution, even if at least the sales pitch – a more paper-based approach in which "you only pay for what you want" – has a clear potential advantage for the consumer .

Director Steven Spielberg speaks during the launch of Apple TV +
On the contrary, even trotting big names in show business – with the recording of Steven Spielberg and Oprah Winfrey, in what was an unwanted "The Color Purple" reunion – had the general feeling of any traditional TV presentation on TV, where stars and filmmakers seem to be helping media buyers.

Perhaps this is why Apple executives have proven more effective in offering their products than celebrity jokes, which every seasoned participant known as the headers has listened to over and over again.

Yes, Apple has had a lot of wattage on the marquee. But so do any number of other services and networks, which can present their movie stars and Oscar winners, and do it. Reese Witherspoon, after all, is currently on another show at HBO, and it's not like Apple will be the exclusive platform to watch Spielberg, J.J. Abrams or Winfrey.

The tirelessly optimistic CEO of Apple, Tim Cook, emphasized the power of television and its ability to do good in the world. Nothing speaks more than the idea that allies with Winfrey, who is one of the few talents who has been able to elevate what has often been called "broccoli TV" – a program designed to enrich you – in a viable commercial vehicle.

For the most part, however, Apple's programming could easily be landed on any other premium platform. Based simply on the volume in question, it seems to be more of a decoration for the proposed distribution model than the main reason for making it precede.

Apple's billions, like other major technology competitors, immediately establish the company as a force to be observed – and it is worthwhile.

Yet, while TV was the culmination of Monday's presentation, this was one of those live shows in which the opening acts, frankly, eclipsed the headliner.

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