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Microsoft: Kinect is competition for Apple TV, Google TV

updated 09:50 am EST, Mon December 20, 2010

Microsoft says Kinect an Apple TV, Google TV rival

The launch of Kinect now means that the Xbox 360 is competing with the Apple TV and Google TV, Microsoft's senior Xbox Live marketing director Craig Davison said in an interview. Its motion control technology was designed to widen the Xbox audience beyond hardcore gamers and thus that the competition was going to go beyond just Sony's PS3 and the Nintendo Wii, he told AllThingsD. Microsoft sold 2.5 million Kinects in three weeks and is known to have spurred some to buy Xbox 360s that normally wouldn't have bought consoles.

Davison added that the makeup of the Xbox audience started changing as soon as 2008, when Netflix was built into the Dashboard. Many now use it as a media hub owed both to Netflix as well as the Zune Video Marketplace. Live ESPN3 programming came as part of the fall Dashboard update, which also let users control video services through gestures and spoken commands if a Kinect system is attached.

About 42 percent of Xbox Live Gold subscribers are known to typically watch an hour of movies or TV shows every day, and the amount of downloading and streaming has doubled since the Zune Video Marketplace launch a year ago. The span in many cases means customers are shifting away from the game-first focus. As a consequence, they are likely using it in place of a dedicated media hub.

Apple TV has been selling relatively briskly compared to most devices of its kind, but the sales will likely have trailed well behind the 1.37 million Xbox 360s sold just in November. Price has increasingly become the selling point for these more narrow-purposed devices and led Apple to drop almost all local storage to reach $99, or half the price of an Xbox 360 Arcade without a Kinect add-on.

Google TV has been the exception, and both the Logitech Revue and Sony Internet TV lines usually carry a sharp premium over alternatives.

By Electronista Staff


  1. climacs

    Mac Enthusiast

    Joined: Sep 2001


    um, ok

    considering Apple TV is not a gaming device... he can claim victory if he likes, but it's a bit like, well, apples to oranges.

  1. chefpastry

    Mac Enthusiast

    Joined: Nov 2005



    Either he's clueless or I'm clueless, but what does a motion sensing attachment to a gaming system have to do with consuming videos and/or music?

  1. erics

    Fresh-Faced Recruit

    Joined: Sep 2010


    xbox owner here...

    ahem as much as I love my 360, the Kinect is the last thing I need :P

  1. climacs

    Mac Enthusiast

    Joined: Sep 2001



    his reasoning seems to be that since AppleTV and XBox 360 both are used to view Netflix and other streaming video content, they're direct competitors and hey! Microsoft is beating Apple!

    that's some weak-a$s s*** if you ask me...

  1. climacs

    Mac Enthusiast

    Joined: Sep 2001


    zune video marketplace

    I still don't know anybody who uses it. Except maybe this one guy I know who is completely gaii for anything MS.

  1. Mr. Strat

    Forum Regular

    Joined: Jan 2002



    The two devices aren't even close to being related. What are they smoking up there in Redmond?

  1. jfgilbert

    Fresh-Faced Recruit

    Joined: Jan 2010


    We're Microsoft!

    Remember us? We are still relevant. No, really.
    Hey, don't go away. Look at us, we do some cool stuff too.

    Perhaps they found that Ballmer's rage and contempt did not work very well, so now they are trying begging. Pathetic.

  1. starwarrior

    Fresh-Faced Recruit

    Joined: Mar 2006


    Amazon "Out of Stock"

    Shame. Now I will have to buy XBox. But not really as tried it once. Traded for PS2 when red light of death showed up.

  1. facebook_Thomas

    Via Facebook

    Joined: Dec 2010


    I own both the older XBOX 360 and older Apple TV

    And since my Apple TV doesn't have Netflix we use the XBOX but the Zune market place is just a horrible experience I can't see anyone using it unless forced to at gun point!

    If I had the new Apple TV then the XBOX wouldn't be used for any media and just games.

  1. DeezNutts

    Fresh-Faced Recruit

    Joined: Apr 2008


    non-core audience

    He is not talking about Kinect directly, but merely pointing out that Kinect is another add-on that is attracting more than the traditional gamer to the 360.

    With the addition of streaming and now Kinect MS believes that the 360 is filling roles beyond just a gaming device.

    I'd agree with that and I use my 360 for more than just video games. Its possibly the best product MS has ever produced.

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