In an update that has already gone out for second-generation devices, Apple is now allowing users who purchase content to stream that content from Apple's servers, rather than having to physically transfer data from a computer to the devices. The change comes on the heels of the increasing popularity of Apple's iCloud storage system.
Ars Technica reports on the change, describing it as a meshing of two processes that have been in use during Apple TV's existence: the first-generation method, which required purchase of content but allowed for downloads directly to the device, and the current method, which allows for rentals, but has no way to play purchased content directly from Apple's servers to users' devices. The new update remedies that disparity.
While all previous iterations of Apple TV allowed a backup of content to be stored in a physical location owned by the user, it has not yet been clarified whether the new Apple TV update will allow downloaded backups or will simply hold backup files on iCloud.
In addition, Vimeo connectivity is now part of the Apple TV offering, joining other non-Apple licensed content providers like Netflix and YouTube. Netflix has been available on the device officially since late last year. Before then, a hack was needed in order to use Netflix with Apple TV.
The Vimeo offering comes with some unique native features, including the ability to mark videos for later viewing. Vimeo has a small share of the video-hosting market, but is favored by artists, designers, and musicians.
This update is likely to be a serious help for those who love their Apple TV boxes already, but it is probably too little, far, far too late to cause a major improvement to sales of the device called a "hobby" by company insiders.
