Related Articles

- Apple releases Final Cut Studio 3

- iMovie Update addresses minor bugs, tweaks 3GS support

- Panasonic announces two new lightweight HD camcorders

- Roxio Easy VHS to DVD converts analog tapes to digital formats

- Sorenson jumps into video hosting services Sorenson 360

- Gefen announces two GefenTV Wireless VGA Extender boxes

- Elgato Video Capture bridges analog video

- Rumors of direct YouTube export for QuickTime X

- Twixtor Express for Final Cut Express spiffs up sequences with ease

- Blockbuster service comes to Tivo. Apple, iPhone next?

The Mac blogshere has come alive with talk (AppleInsider) about the possibility of DVR functionality being added to the Apple TV.

"We estimate AppleTV to be a very minor contributor today at ~0.3-0.4 percent of revenue or $100-125 million annually," said Shaw Wu, analyst American Technology Research. "We believe adding the ability to watch and record live TV could turn this into a billion dollar, if not multi-billion dollar business."

Perhaps a little enthusiastic, but this outcome certainly isn't beyond the realm of possibility.

However, there's something else, something almost risk free that the mothership can do right now to transform the Apple TV into a billion-dollar business—add additional codec support.

Sony's PlayStation supports multiple codecs and so does Microsoft's Xbox.

If Apple were to simply throw the switch, update the firmware (whatever), they'd give the rest of us a clear reason to buy an Apple TV—.divx and .wmv playback would instantly bring terabytes of existing content to the platform.

So, Steve, embrace your inner pirate and set the Apple TV free...

What's your take?

Refurbished Apple TV