Apple TV Ships With Extra Requirements And Support For VARs

Apple TV provides server-like functionality for digital media, enabling users to wirelessly play iTunes content stored on their PCs or Macs -- including movies, TV shows, music, photos and podcasts -- on televisions and other home entertainment systems. The $299 product was announced in January at Macworld and was released after an initial delay of about two weeks.

The device also comes to market as Apple continues to beef up the number of movies, TV shows, podcasts, music videos and other digital content it makes available for download via its iTunes Store.

Apple has said it would only authorize Apple solution providers for Apple TV after they meet certain conditions, including the maintenance of a minimum amount of retail space in which they can perform product demonstrations for walk-in customers.

Yet Apple VARs said the Cupertino, Calif.-based vendor is providing a level of support for Apple TV that it hasn't provided in other areas, and solution providers authorized on the device sounded a note of enthusiasm.

Patrick Brown, president of Brown Computer Solutions, a Brattleboro, Vt.-based Apple specialist, said Apple authorized his business to carry Apple TVs when it met the company's conditions. In exchange, Apple is providing Brown Computer a free demonstration Apple TV unit, stand and TV display to showcase the product to potential customers, he said.

"We've set aside a corner of our store [for demos]," Brown said.

Apple also required Brown's business to be authorized to carry the iPod digital music player, an authorization that the company already held. Brown said the investment is well-balanced by the support that Apple will provide.

"They are coming through better than they have with other products," he said.

Initially, Brown believes Apple TV will see a moderate adoption in the market. "In the next year or two, it will really pick up as people upgrade their TVs," he said.

Mike Thompson, owner of The Mac Guys, a La Crosse, Wisc.-based Apple specialist, said his company already had an retail area in its storefront for the device and had met Apple's requirements. He said he's likely just a couple of days away from receiving his first Apple TV units.

"I'm looking forward to the Apple TV, to see what it does for my business. The whole last year has been great," Thompson said

He added that he's also looking forward to "Leopard," the first native Intel version of the Mac OS X operating system. Apple has said Leopard will ship this spring, but the company so far hasn't specified a date.