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What the Apple TV needs to improve: It’s personal
Having spent a little more than a month with the Apple TV now, is it everything I hoped it would be?
Frankly, I’m a little underwhelmed. To me, the Apple TV feels a bit like the Wild West: an unregulated free-for-all where you’re as likely to strike it rich as you are to wind up in the town jail. I want to love the new Apple TV—I’ve been waiting for it long enough—but it turns out that I only like it. And I know much less about what it thinks of me.
The more I think about it, the more I conclude that the Apple TV lies all the way at the other end of the spectrum from the other new Apple product released this year. Tim Cook has called the Apple Watch “the most personal device we’ve ever created,” but the Apple TV may very well be the least personal.