Apple Might Be Able to Create Brand Loyalty With Its TVs

By Don Reisinger  |  Posted 2012-02-07 Print this article Print


5. TVs are game-changers

Although Apple won€™t be able to sell tens of millions of HDTVs around the globe each quarter, it is possible that the company could push a few million out the door over a three-month period. Televisions are game-changers in the technology space. They last in homes for well over a decade, and people tend to become loyal to them. If Apple can create (even more) brand loyalty with its TVs, the company might have a long-term Trojan horse hurting Google.

6. Cloud integration

If Google is trying to make a push for anything, it€™s the cloud. However, the company has been unable to find a way to bring its cloud initiatives to consumers on anything other than a computer. Apple, meanwhile, has achieved that with the help of iCloud. There€™s a chance iCloud will be coming to the Apple TV. And when it does, Google will have to scramble to get its cloud services into the living room in a meaningful way.

7. The TV war will erupt

Unfortunately for Google, it€™s fighting an uphill battle when it€™s facing off with Apple. The iPhone maker has nearly $100 billion in cash on hand, and its revenue and profit figures continue to soar. Although a TV war will erupt€”Google has no other choice but to respond€”it€™s unlikely that it will have the cash or staying power to match Apple.

8. There€™s no logical next step

Assuming Apple gets into the television market, Google will need to respond. The only question is, how? The company is so far content to be a software provider, but in the television space, especially, that might not be enough. The only move could be for Google to become a television maker€”something the search giant probably won€™t do. Google would find itself backed into a corner if Apple gets into the TV business.

9. It€™s a long-term game

The issue for Google and Android is not what the Apple television could do in the short-term, but what it might do over the long-term. Over the next several years, Apple will continue to sell televisions, and as it does, the pressure it will put on Android and Google will only increase. Apple is ready to fight over the long-term€”and Google just isn€™t.

10. It takes Android, Google off the front page

This might be one of the more overlooked issues standing in the way of Google and Android, but it€™s important to point out that the excitement surrounding the Apple TV will keep all others out of the headlines. That means Google won€™t be able to get its major initiatives into the spotlight initially and Android-based devices will be afterthoughts. Apple€™s products have a tendency to cast a huge shadow€”and the Apple TV will be no different.

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Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

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