Has Apple failed its UK Apple TV customers?

Pretty much every time I’ve written about the Apple TV, I’ve lamented the absence of UK-centric content including catch-up services for the four terrestrial broadcasters.

While being able to push such content from an iPad via Airplay is useful, a native capability is clearly better.

While it forced baseball menus on the world outside the US, making everything you might want to use another button press away, Apple has added nothing for UK users.

In not doing so, Apple has failed to realise the device’s potential and missed the opportunity to position the device as THE perfect add-on for Freesat and Freeview homes.

Is it a case of too little local knowledge on Apple’s part leading to an insufficiently localised product?

Will yesterday’s news that Microsoft is adding a whole host of video content to the Xbox 360 – including 4oD, Demand 5 and Player – finally spur Apple into localising the Apple TV?

Of all the Apple products I’ve bought, the Apple TV has the distinction of being the only one which leaves me disappointed.

Apple are reportedly building a ‘proper’ Apple TV, I suspect most UK owners of their current box would want to see a lot more commitment from Apple before plonking down their cash for one.

About Martin Hoscik

Martin has written about TV, film, telecoms and technology for more than 20 years and has previously contributed to several consumer magazines, as well as commentating on TV and radio about the UK's media industry. He is currently the editor of STREAMEDTV and sister site SEENIT.