Apple’s newest product, Apple TV has now shipping to the consumer market yesterday. Apple TV, a small silver box that cost $299, with the 40G hard disk can be stored up to 50 hours of flicks, 9,000 songs, 25,000 photos, and even can play podcasts on a TV, the first ever in the industry. There is some prerequisite to use the Apple TV. A consumer must at least own a TV and iTunes in hand. He/She can connect the TV to the Apple TV and open iTunes on his/her computer. The iTunes will then wireless connect the Apple TV in a few simple steps. All the movies/flicks can be downloaded from the iTunes but the prospective consumers must fulfill the technical specifications as listed by Apple in order to play a movie through the Apple TV.

Apple knew that by successfully market this product, it will marks the victory days for them and we will foresee many more products to launch in the market by Apple that focused on the use in living room. “It’s Apple’s first major foray into the living room,” said Shannon Cross, an analyst at Cross Research. “I expect many more products to come that expand Apple’s reach beyond this initial Apple TV.” Reported by Reuters. However, the market that Apple TV is now penetrating is large and fragmented. Microsoft, Sony, TiVo have their own target markets and it is unlikely that Apple TV will be the dominant player in the TV industry. While a lot of Apple fans had high hopes for this product, how Apple going to market it throughout the world, what is their actual market strategy, nobody can tell now. But Apple TV has sent a clear message to the iTunes fans that Apple is building something around the iTunes, or iPod in the future. What Apple asked for the return is the users’ loyalty. Loyalty is driving Apple’s business strategy now.