Ovum comments: What Apple must do to maintain its impressive performance
"To start, Apple needs to do two things in the TV space. Firstly, create a subscription model that combines the back catalog of Netflix with the timely content of Hulu for a single price. Secondly, it should create an software development kit followed by an App Store for the Apple TV device to allow third party apps to proliferate there as they have on the iPhone and iPad. What it does not need to do is launch a television set.
"Elsewhere, Apple needs to begin to evolve the iOS user interface on iPhone and iPad, which has been the inspiration for many other platforms, but at five years old it's beginning to show its age. Proper support for widgets (including third party widgets), whether in the Notification Center or the main screen, is critical. Apple also needs to add a broader set of APIs to allow better cross-app interaction akin to what is possible on Android.
Further insight will be included in Ovum's forthcoming profile of Apple's smart device strategy
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