Apple TV take 2

HD rentals are $4.99. 100 titles today

12:47:16 – Synchs with iTunes
12:46:51 – podcasts – audio and video – and photos from flickr and .Mac

12:46:20 – Completely computer free. do it all from Apple TV

Here’s what you can do with Apple TV: rent movies directly on widescreen TV with Apple TV. Rent them in DVD quality, rent them in HD with 5.1″ HUGE applause! Screaming.

9:44am – “I’d like to say all of us have tried. We have, MSFT, Amazon, TiVo, VuDu, Netflix, Blockbuster — we’ve all tried to figure out how to get movies over the net onto the TV. We’ve ALL missed. No one’s succeeded yet. We tried with Apple TV — it was designed to be an accessory for iTunes and your computer. But that’s not what people wanted.”

“We learned what people wanted was about movies. Movies. Movies. We weren’t delivering that — we’re back with Apple TV Take 2 — It still syncs to your computer, but no computer is required

9:43am – “It launches today! Free software update for iTunes, iPods, iPhones to support rentals. Rolling it out in the US today, we’re dying to get this out internationally. But what about this? What about the flat screen TV? I’d like to watch the movies there too.”

9:42am – “Here’s how it works — I’m on iTunes, looking at a movie I want to rent, I hit rent movie, and it adds to my rented movies category in my iTunes library….” Sorry for the technical difficulties everyone! We’re at 10x the traffic of our last keynote, but things are coming back online.

9:41am – “Watch instantly! In less than 30s…” it streams. “The rules — you have 30 days to start watching it, and once you start you have 24 hours to watch and finish it. As many times as you want. You can transfer films to another device in the middle — transfer to your iPod and watch the rest on the iPod on your flight.”

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