Apple downplays media hub, favors iPad

Apple's iPad pre-orders have pushed the Apple TV out of the main page, observers have told Electronista and MacNN. The device is still available through Apple's iPod section but has lost the position it has largely occupied since it was launched in 2007. Apple hasn't given a reason for the shift.

The reduced emphasis is partly at odds with Apple's own official stance. It has maintained that it continues to invest in Apple TV but has also repeatedly referred to it as a "hobby" and treated it accordingly. Apart from the single upgrade to 160GB capacity in 2007 and periodic firmware updates, it has left the hardware virtually unchanged in three years. Since then, newer competitors like the Roku Internet Player as well as updates to devices like the PS3 and Xbox 360 have received updates that provide services such as Netflix streaming and 1080p movies.

Simultaneously, numerous iPad buyers have said that it's now unlikely and potentially impossible to arrange for an in-store pickup on the April 3rd launch day. Buyers who've tried to change their orders from delivery to retail have been told that orders have been so strong that Apple can't guarantee that reservations will still be available on launch day.

Shortages of e-readers soon after launch haven't been uncommon and have most notably affected the Nook, although for different reasons. It was originally promised in stores last fall but faced chronic shortages that kept it out of retail until February. Apple has never given hints as to exact stock but is thought affected more by demand than parts shortages.

By Electronista Staff