A priori the success of this online service 1

True to his usual, Steve Jobs made the pleasure last. After having presented its new iPod and the latest version of iTunes, the online music download service, he launched his famous phrase: "one more thing...". ", announcing the highlight of the show. For once, it was not immediately available product. But "it is important that you know now where will Apple", explained the CEO. In fact, the iTV, a small box which it presented the prototype, could well become the "missing link" between the microcomputer and the family show.

While he had to present a film feature films on iTunes download service, Steve Jobs explained that the iTV would view these films on the TV, without moving the computer used to download in another room. A wireless link will allow the microcomputer of any manipulation or technical installation.

For many years, manufacturers of microcomputers try, with the Microsoft operating system, Windows Media, to impose the computer in the world of leisure electronics. With limited success, because this union through a subordination of recreation in the PC electronic equipment and therefore requires the Viewer to the computer. With the iTV, this constraint disappears: the enclosure connects to the existing, in particular the decoder for digital television (cable or satellite). "Today, Apple really took its brands in the family lounge", Gene Munster, Piper Jaffray analyst, optimistic on the chances of Apple in a market where, for the moment, the request spectators are without being fully satisfied. "Apple provides a simple solution and it has the advantage of being able to rely on iTunes," he continued. A priori, the success of this online service (1.5 billion songs sold, 45 million TV episodes downloaded in the United States within a year) seems to guarantee a significant hearing. Is no not to Macintosh users, since three quarters of the followers of iTunes use version under Windows.

Repeat the success of iTunes

Apple hopes to renew the success in the music in the films, by relying on its main asset: the possibility of combining hardware, software and service. That no other computer or electronic firm cannot do. Where offers too complex. "This time, there a time in advance", analysis Michael Gartenberg of Jupiter Research, by predicting that other Hollywood studios will quickly join Disney (which Steve Jobs is the main individual shareholder) to inflate the catalogue of the movies available.

If the technical offer is critical to control this market of billions of dollars, will be to ensure that DVD sales do are not "cannibalized" by offering online. Apple therefore negotiates with the studios, but also with large distributors, such as Wal-Mart, which already sell the iPod and accessories... It will also impose other movie downloading services. Here is a few days, Amazon launched his own, with the reinforcement of all of the major studios except Disney. And Microsoft will shortly propose a service online competitor to iTunes, coupled to a player called Zune.

For now, the way that Steve Jobs has imposed Apple in music and renewed range of Macintosh computers argues for a new success. But Apple remains a dwarf with the giants of the industry of computing and entertainment electronics that he attacks today, front, the most promising market...