Xbox fans with an Apple TV have something to get excited about, at least in a somewhat limited way, as some fans have taken it upon themselves to bring Xbox Cloud Gaming to Apple TV, and it actually looks fantastic.

I say "limited" because the setup process is not as simple as installing an app from the App Store. Instead, it requires Xcode, meaning you have to build it yourself and effectively sideload it onto your Apple TV.

With that in mind, however, Stratix is a native Apple TV app that brings your Xbox Cloud Gaming subscription to the device. It is built in Apple’s Swift language and gives you full access to your Xbox cloud library.

What's most interesting about this app is just how clean it looks. This genuinely puts what Microsoft makes to shame, and it is easily a better implementation than existing Xbox Cloud solutions on Apple TV.

Not to throw shade at OneCast, as it is currently the best solution available on the Apple TV App Store, but Stratix looks like something Apple could have made itself, and it fits the Apple TV aesthetic far more naturally.

It is unfortunate that the installation process is not as straightforward, though. That said, the developers provide a full guide, and they are open to feedback as the app is still in an early public alpha.

Stratix supports Remote Play from your console, sign in via a QR code, profiles, and achievements, etc., but there are still limitations. The app does not yet support multi-account use or party and invite features. That said, these issues are known, and the team is upfront about them.

Personally, I hope Xbox itself sees this app and potentially even decides to fund it, bringing a full Xbox Cloud Gaming experience to the Apple TV ecosystem. It would be a great way to secure another win, especially as Xbox has been on a strong run lately.

If I still had my Apple TV, I would be installing this right after finishing this write-up. Unfortunately for me, I gave it to my parents. Whoops.

Let me know your thoughts on Stratix, whether you would use it or not, and why. And as always, make sure to take part in our poll!

Join us on Reddit at r/WindowsCentral to share your insights and discuss our latest news, reviews, and more.

What you need to know

• Official apps for Apple Music, Apple TV, and Apple Devices are now available on Windows through the Microsoft Store.
• Apple launched the apps in preview early last year, but the apps are now generally available.
• With the rollout of Apple TV, Apple Music, and Apple Devices plus iCloud on Windows, people should rarely have to touch iTunes. 

Apple TV, Apple Music, and the Apple Devices app are now available on Windows through the Microsoft Store. The apps are much more modern than iTunes and should allow people to shift away from the oft joked about iTunes.

If you're getting a bit of déjà vu, it's because Apple released these three apps last year. But back then, the apps were in preview. They're now generally available for anyone to use.

In most cases, iTunes content that you've purchased will appear within their respective modern Apple app. For example, iTunes movies and TV shows will be in Apple TV and iTunes music will appear in Apple Music. With the full release of Apple TV, Apple Music, and Appe Devices, the only Apple services that still require iTunes are podcasts and audiobooks.

Apple and Microsoft

It's no secret that Apple and Microsoft are rivals. They're the two biggest companies in the world, with Microsoft recently becoming #1, and the tech giants compete in several spaces. Microsoft and Apple go toe-to-toe in hardware, software, and many other categories. But every so often there are opportunities for the companies to work together, or at least play nicely.

When Apple Vision Pro launched, Microsoft released several apps built specifically for the headset. While the likes of Netflix and YouTube decided against supporting Apple Vision Pro, Microsoft fully embraced the VR headset. In fact, more than one out of every 100 apps on Apple Vision Pro are made by Microsoft right now, including Microsoft Word, PowerPoint, Teams, and OneNote.

Microsoft also has the vast majority of its apps and services available on iOS, iPadOS, and macOS. Heck, you can even run Windows 11 on Mac through virtualization. That setup requires the third-party software Parallels Desktop, but Microsoft has an official support document on how to run Windows 11 on a Mac with an M1, M2, or M3 chip.

Apple isn't usually as keen to support Microsoft's efforts, but it knows that there are billions of users with PCs. As such, Apple has had some of its key software on PC for years. But now, rather than the archaic iTunes, you can access Apple's services through Apple TV, Apple Music, and Apple Devices.

Every once in a while, you get Apple and Microsoft actually working together instead of just making software for popular hardware from a different company. One example is iCloud Photos integrating with the Photos app on Windows.

🚨ENDING SOON🚨: Many streaming service deals have ended, however, the most popular Disney+ and Hulu bundle is still active. But act fast, as this ends at 11:59 PM PT on November 28, ending officially on 11/29! You can check out our round-up of all the best remaining Black Friday and Cyber Monday deals for more lingering sales.

Thanks to all of the Cyber Monday deals going on right now many of the best streaming services are offering subscriptions at seriously discounted prices from usual. Each service offers a different range of TV shows, movies, and other perks so it's good to see what is included with your purchase. At any rate, this round-up of the best Cyber Monday stream service deals will help you determine which ones are right for you. 

Quick Links

• Hulu: was $7.99 now $0.99 per month
• Disney Plus & Hulu w/ ads: was $15.98 now $2.99 per month
• Apple TV+: free for 4 months at Best Buy
• STARZ: was $9.99/3 mo now $3/mo for 3 months
• Paramount Plus: $1.99 per month for 3 months
• Chromecast with Google TV: was $49 now $37.98 at Amazon

Best Cyber Monday streaming service deals

Cyber Monday Live TV streaming deals

Best Cyber Monday streaming device deals

Deals that are no longer available

Deals STILL AVAILABLE!

• Walmart: Cyber Monday+ deals on practically everything
• Dell: Top deals on laptops, gaming PCs, accessories, and more
• Alienware: Up to $800 off gaming laptops and desktops
• Best Buy: Big savings on video games, accessories, and more
• HP: Up to 84% of select HP Windows PCs and accessories
• Lenovo: Up to 50% of gaming towers, laptops, and accessories
• Newegg: Save on PC gaming accessories, components, and more
• Razer: Up to 43% off laptops and accessories with free gifts

• 🚨Our HOTTEST and MOST CLICKED deals:
  • 🔥Hulu + Disney Plus (w/ ads)🔥 | $15.98 $2.99/month for one year
  • 🔥Microsoft Surface Go 3 (Plat)🔥 | $339 $261 at Microsoft
  • Xbox Series S (512GB) + Game Pass Ultimate | $299.99 $249 at Walmart
  • Xbox Series S (1TB) | $349.99 $299.99 at Dell
  • Xbox Series X (1TB) | $549.99 $449.99 at Best Buy
  • 1TB Xbox Expansion Card | $149.99 $139.99 at Best Buy
  • ASUS ROG Zephyrus G14| $1,599.99 $1,199.99 at Best Buy
  • 🔥Game Pass Core (12 months)🔥 | $59.99 $44.99 at Target
  • Xbox Game Pass Ultimate (3 mo) | $41.59 $31.49 at CDKeys
  • Surface Pro 9 (Certified Refurb) | $939 $639 at Microsoft
  • ASUS ROG Ally + Game Pass Ultimate| $599.99 $449.99 at Best Buy
  • Lenovo LOQ Tower + Game Pass Ultimate | $1,029.99 $649.99
  • MSI Katana 15 | $1,364.99 $1,287.00 at Amazon
  • Meta Quest 3 (512GB) | $649.99 at Newegg

How to know which streaming service to get

When trying to figure out which streaming services are a good fit for you, it's important to take time and look at all of the shows, movies, and other perks that each service provides before making a decision. Most services allow you to cancel at any time but some lock you in with specific discount deals. 

At any rate, you want to determine which services offer enough interesting videos to make it worth it. If there's just one show that's really drawing your eye, then it might be worth getting a free trial and then canceling afterward or paying for a month of a subscription and then canceling when you've watched what you want to watch. Just make sure that you'll be able to cancel when you want to before signing up. 

My personal favorite services are Netflix, Disney+, Hulu, Max, Peacock, and Amazon Prime. It would honestly probably be embarrassing to see how many hours I've sunk into each of these streaming services, but they each offer a wide range of shows that satisfy my various watching desires. Netflix is a good all-rounder filled with a mixture of classic shows and original hits like Stranger Things. It's also a fantastic place to watch anime as there are plenty of different shows. 

Another great place for anime is Hulu, which is where I can watch Naruto Shippuden, My Hero Academia, One Piece, Dragon Ball, Fruits Basket, and much more. I've also enjoyed watching the new Goosebumps TV show, the hilarious What We Do in the Shadows, Community, and Shitts Creek. 

Most recently, I got Peacock, which is on sale for just $1.99 a month for 12 months, and I haven't wanted to watch any other streaming service since I got it. You can watch The Office, Parks and Recreation, Five Nights at Freddy's, Sunday Night Football, and much more with this membership. 

Streaming service FAQ

🚨ENDING SOON🚨: You have spoken — this is our most popular subscription service deal of the year, with many of you signing up for it (even we did because it's so good). But act fast, as this ends at 11:59 PM PT on November 28, ending officially on 11/29! You can check out our round-up of all the best remaining Black Friday and Cyber Monday deals for more lingering sales.

What you need to know

• Microsoft announced a new Insider Preview build of Windows 11 today, along with a preview version of Apple’s official new apps.
• The apps include Apple Music, Apple TV, and Apple Devices, all built natively for Windows 11.
• Being a preview, the apps are only available for those currently in the U.S. running Windows 11.

Microsoft made a surprising announcement in the Fall of 2022 that Apple’s official apps were (finally) coming to the Windows ecosystem. The first announcement was about iCloud Photos integration with OneDrive. But the other half of the statement revealed that official apps for Apple Music, Apple TV, and Apple Devices were also on the way.

Today is that day, at least if you’re in the U.S., as all three apps are now available to download. Despite the announcement seemingly tied to the new Windows 11 Developer Insider Preview, the apps are independent of those builds, as I installed it easily on my Windows 11 Release Preview edition.

So, how are they? Did Apple half-ass the software by relying on older Windows technologies like its achingly old iTunes app? Not at all!

The apps appear to be built using the Windows App SDK (you can think of that as the successor to UWP) and may be using .NET 6, according to developer Dennis H. on Twitter. The result is apps that look like they fit right in with Windows 11, including some acrylic effects, standard Windows menus, and a layout that feels very familiar to anyone used to modern Windows apps from the Microsoft Store.

Speaking of iTunes, if you have that relic installed, you’ll be prompted to remove that monstrosity in place of these superior apps, which is a smart move from Apple. For example, by firing up Apple Music, I could stream music from my library once I did the typical “authorize this computer” requirement, which is much easier now due to the more straightforward design of the app.

Apple TV also looks excellent and supports 4K UHD HDR content, as you’d hope and expect. Playback also supports full screen, windowed mode, and the mini-Windows player, letting you run a miniature floating version that runs on top of any apps, which is perfect for multi-tasking or, more likely, doing a lousy job at work.

The only app I had an issue with is Apple Devices, which launches and does nothing. The app is supposed to let you log into your account and view the status of your iPhone, iPad, etc., but hey, there’s a reason why these are called “preview,” am I right?

Regardless, I like what I see here from Apple. These apps look like outstanding additions for those who either love Apple TV or rely on Apple’s ecosystem but also prefer running a P.C. This collaboration between Microsoft and Apple is way overdue, but I’m just happy it’s finally here. Better late than never!

What you need to know

• Spotify will support video podcasts on Xbox consoles later this week.
• Dolby Vision support is also on the way to Apple TV on Xbox consoles.
• Microsoft teased future media apps for Xbox consoles that are on the way this summer.

Xbox consoles, including the Xbox Series X and Xbox Series S are about to get a boost when it comes to entertainment. This week, the Spotify app for Xbox consoles will gain support for video podcasts. Additionally, Apple TV on Xbox consoles will gain Dolby Vision support. Microsoft highlights these additions, as well as the recently added Discovery+, Paramount+, and IMDb TV apps for Xbox.

Video podcasts such as "The Misfits," "higher Learning with Van Lathan & Rachel Lindsay," and "That was fun? with Addison & Sheri" will be playable on the Spotify Xbox app this week. You'll be able to play the video podcasts in full screen mode or just listen to their audio in the background while you use another app or play a game.

Microsoft highlights how you can control Spotify with your phone, making it possible to control your media playback on your Xbox without interrupting whatever else you're doing on the console.

Dolby Vision brings highlights up to 40 times brighter and darks up to 10 times darker than standard pictures. Dolby Vision adjusts visuals frame-by-frame with dynamic data and pushes out a high range of colors. Apple TV shows and movies that support Dolby Vision will feature a logo in their description.

Microsoft teases that more media apps are coming to Xbox consoles this summer. The Xbox Series X and Series S may have lost out on some of the dedicated TV functionality compared to their predecessors, but the library of media apps is large and continues to grow.

What you need to know

• Support for more Xbox controllers is coming to the Apple TV.
• In tvOS 14, expected to launch this fall, the Xbox Elite Controller Series 2 and Xbox Adaptive controller will both be supported.
• Apple TV already supports playing games with standard Xbox One and PlayStation 4 controllers.

At its WWDC 2020 conference today, Apple announced that it's adding support for the Xbox Elite Controller Series 2 and Xbox Adaptive Controller on the Apple TV. Support will be added as part of tvOS, the next big update coming to Apple TVs.

Apple already supports standard Xbox One and PlayStation 4 controllers for gaming on the Apple TV. Support for both was added last year to bolster the launch of Apple's subscription mobile gaming effort, Apple Arcade.

Presumably, explicit support for the Elite Controller Series 2 means that you'll be able to map the controller's extra inputs within games. The addition of Xbox Adaptive Controller support means that games on the Apple TV will be accessible to even more people as well.

The tvOS 14 update will likely launch this fall, as is typical of Apple's software release timeframes. Beta testers will be able to try the controllers out with Apple TV ahead of time.

For more WWDC 2020 coverage, out sister site iMore has been hard at work compiling all of the announcements and everything you need to know.

Xbox

Main

• What is Xbox Game Pass?
• Best 4K TVs for Xbox Series X and S
• Must-buy Xbox One Headsets
• Our Favorite Xbox One Wireless Headsets
• Best Upcoming Xbox Games for 2021
• Xbox One X vs. Xbox Series S

Along with its new original content offerings, Apple is redesigning its TV application and opening it up to a whole bunch of new, non-Apple devices. The Xbox One isn't included (yet), but there's a cheeky workaround to bring the Apple TV app and all its benefits into your Xbox powered home entertainment center.

Products used in this guide

• The console: Xbox One S ($207 at Amazon)
• The Apple TV: Apple TV 4K 32GB ($179 at Apple)
• The right cable: AmazonBasics HDMI cable ($7 at Amazon)

How to use the Apple TV app on Xbox One

The caveat here is that you're not actually putting the app on the Xbox One, instead making use of the HDMI input on the back of the console. That does mean that you need an Apple TV as well, or when it launches on the Amazon Fire TV platform, a Fire Stick would also do.

Currently you can only use the Apple TV though, so that's what we're using here.

1. Turn off the Apple TV and the Xbox One.
2. Connect one end of the HDMI cable to the Apple TV.
3. Connect the other end of the HDMI cable to the HDMI in port on the Xbox One.
4. Turn on the Xbox One.
5. Turn on the Apple TV.

Once you've connected everything up properly, open up the OneGuide app on your Xbox One. If it's the first time you've used it there will be a standard setup procedure it runs through. Just follow along, but since you're not actually connecting a cable box you won't have to worry about TV guide data.

Since you can also set the OneGuide app to launch when you start up your console, you can go straight into it every time. For some added razzle dazzle, pair it up with an Amazon Echo to turn it on with voice commands.

Why you might want to do this

Why might you want to do this at all? For one it saves a HDMI connection on the back of your TV, which is always useful, and if you're using the Xbox One a lot in your household having one device controlling everything is a good way to streamline.

But there's also the fact that Apple's redesign of the TV app should prove very useful when it comes along. It's a great central hub, and as you watch content it will populate with recommendations, which makes getting at your favorite movies and shows much easier and elegant.

And if you're outside the U.S., there's a strong case to buy digital content from the iTunes Store. There's no Movies Anywhere service and often you'll find the best prices on iTunes, as well as free 4K HDR upgrades.

TV but from Apple

The Apple TV is no longer going to be mandatory to enjoy Apple's video content, but it's still a pretty compelling way to watch it anyway. With this cheeky workaround you can run it all through your Xbox One.

Utilising the HDMI passthrough feature on the Xbox One is also a top way to streamline your home entertainment a little, freeing up one of the connections on your TV for something else.

Watching TV the right way on Xbox One

The Xbox One is a great part of any home media setup, made even better by these accessories.

AmazonBasics HDMI cable ($7 at Amazon)

If you don't have a spare HDMI cable, these ones from AmazonBasics are affordable and reliable.

PDP Talon remote ($16 at Amazon)

The best media remote for the Xbox One, hands down.

HDHomeRun Connect Duo ($100 at Amazon)

Use this to put OTA TV on your local network so you can view it on your Xbox, Apple TV, mobile devices and more!

Last I wrote about the Apple TV was back in September 2015, when Apple finally updated it. Back then there was much talk of casual living room gaming on top of being your home entertainment hub. SteelSeries even sells a superb controller for it.

And you can play Minecraft on it.

Fast forward two whole years, and the next update to the Apple TV is here. It's more expensive and finally offers 4K HDR video. Much like something else we're pretty familiar with in these parts.

Apple TV 4K FAQ: Everything you need to know

The landscape has changed in the last two years. But there's still no cause for Microsoft to be concerned at all. The Xbox One S remains the king.

Late to the party

So, the new Apple TV is called "Apple TV 4K." And, you guessed it, it can finally deliver 4K HDR video. That's excellent. What's even more excellent is that Apple will upgrade any of your existing iTunes content to 4K for free once it's available. That's the right way to do it and everyone else should take note.

But whatever marketing hooey Apple may throw out on stage, the cold hard truth is that it's just plain late to the party.

My colleague Russell Holly put it best over on Android Central:

The Xbox One S has been 4K HDR capable since its launch in 2016, and while you don't get iTunes (would you even want it?), Netflix, Amazon and Hulu, for example, all deliver in 4K.

The Xbox One S was also frequently shouted out as the cheapest 4K Blu-ray player on the market. While that's not necessarily still true, it has the added bonus of also being a proper games console.

Apple doesn't care about discs, but lots of other people do. The Apple TV means you're either all digital or you're taking up two spots in your entertainment center. Considering the Xbox One S isn't much more expensive than the Apple TV 4K, it's a pretty good value add.

There's also no word on the Apple TV 4K supporting Dolby Atmos, and that's another tick in the Xbox One S column.

Watch first, game later

In my related story from two years ago I wrote:

And that's still the case. The Apple TV 4K is a media machine first, games console second. There's still a good place for the Apple TV in gaming, though. I have one at home and my son loves playing on it. It's more casual and there is a good selection of child-friendly content. I'll likely upgrade to the new one, as well.

The Xbox One S is a proper games console with the added bonus of being about the best set-top box you can buy. You've got the apps, the optical drive, and when you're done watching a movie you can shoot it up in Gears of War 4.

Apple TV games, for the most part, are still polished versions of its mobile offerings.

Why Xbox One S is (almost) the perfect set top box

Still no competition ... for now

Two years ago, I thought Microsoft at least needed to be aware of Apple in the living room. I'm not convinced there has been any real progress to bring the Apple TV 4K closer to Xbox and PlayStation.

It may now have a much more powerful CPU and GPU, but it's still held back by the fact that it's just a set top box — one that's locked to Apple's ecosystem. The NVIDIA Shield TV is a more compelling alternative for serious gamers, for example, because it has ways to offer true console class gaming.

At $199 for the 64GB model, the Apple TV 4K is also dangerously close to the price of the Xbox One S. Just $80 more gets you that 4K Blu-ray player and access to the Xbox game library, as well as a built in, free way to watch your live TV. The Apple TV needs third-party apps to watch live channels, and they cost money.

Equally the focus seems to have been on 4K HDR with the new Apple TV. Where gaming was given a good shout two years ago, it's been kind of swept under the rug this time around.

Gamers will buy the Xbox One S (or a PlayStation 4 Pro if you hate 4K Blu-ray and want to spend more money), and Apple customers will buy the Apple TV. It's still not going to oust the console from beneath the TV, and even though Apple's brand value is high, there's little here to really turn heads.

See Xbox One S at Microsoft

Nielsen, which tracks viewership for television shows, among other things, will soon break out its usage data for streaming set-top boxes by brand and device type. With this data, networks will be able to see, for instance, how many people are watching a show on an Xbox One, Chromecast, or Apple TV.

From Variety:

The company will also launch a new Total Use of Television metric. This adds the use of streaming devices to more traditional television watching to provide a better picture of a home's viewing habits.

Nielsen already tracks the total viewing done on connected set-top boxes for all of the TV content that it measures. This new step breaks down even more data for TV networks. Neilson's new metrics will be available for clients starting April 25.

The incumbent was confident. Overconfident. Oh, how the mighty have fallen.

Individuals and multibillion-dollar firms can learn from past mistakes. Experience is a brutal teacher. Yet if the chastisement of past failures is endured there is sometimes a chance at a do-over. One must simply recognize the opportunity.

Prime time

Apple sold 25 million Apple TVs while they considered it a hobby (2007-present). Now with the tvOS developer's platform and a refreshed UI they're serious about the living room. Microsoft needs to take this seriously. If hubris prevents this, they may find their formidable Xbox boxed out of the living room. Not that Apple TV and Xbox are the same type of devices competing for the same audience. They are not. They are, however, competing for the same space.

Ecosystem builders

When Apple introduced the iPhone in 2007, they didn't just introduce a phone. They introduced an entire infrastructure of partnerships and eventually a dedicated app store that forged the basis of an ecosystem to support this device.

My daily driver at that time was a Cingular 2125. A candy bar shaped, keyboard-equipped smartphone running Windows Mobile 5.0. I had movies, documents, pictures and apps on the 1GB memory card housed behind the battery. I frequented various sites to download apps and hacks available to Windows Mobile users.

I mocked the iPhone. My device, unlike the iPhone, could send MMS messages, copy and paste and at the time had more apps available for it than were available for the fledgling Apple product. I suppose I saw what Ballmer saw.

I did sense a danger in Apple's organized approach, however. The phone was only the tip of the iceberg. The foundation of a powerful and broad ecosystem lurked beneath the surface. When Microsoft and its fans collided with that reality, the loss was titanic.

System builders

Apple had positioned the iPhone as a portal to a new way of mobile computing. It was simplistic really. Apps. The bevy of keyboard bearing devices popular at the time were focused on getting things, like email and messaging, done with the use of the keyboard. Yet, omitting the keyboard made the iPhone's display an attractive portal to what Apple was really offering. Namely an unobtrusive way of accessing apps and thereby getting far more than email and messaging done on a smartphone.

To this end, Apple built an infrastructure of alliances with developers and a centralized app store from which to distribute their apps. The iPhone's home screen became a simple user-friendly platform where those apps were displayed to and easily accessed by users. This was an efficient system that gave developers an incentive to develop for Apple. Their apps would be easily accessed from the store and highly visible on user's home screens.

This was a stark contrast to Windows Mobile's initial lack of a centralized store and the clumsy way in which apps were hidden behind layers of the UI. Criticisms that the iPhone was just an app launcher abounded. I echoed those words myself. But the device was exactly what Apple purposed it to be.

Now, after eight years, with hundreds of millions of iPhones and iPads sold to dedicated fans, 19 million developers and an app store boasting over a million of the best mobile apps, Apple's system for building an ecosystem has proven more than successful. It is with this foundation that Apple is now declaring that the Apple TV is no longer a hobby. Microsoft needs to take them seriously. This is no laughing matter.

Let's talk.

The living room

This is the prize. The living room is arguably the primary social center of our homes. Following the fireplace and radio, the television became the central object of that space. Gaming systems began their symbiotic relationship with televisions in the '70s and '80s. As consoles evolved they began playing a hybrid role of media hubs and dedicated gaming systems. This is the Xbox's position in 10s of millions of homes around the world. For a niche group of hardcore gamers, Microsoft has claimed the living room.

Apple wants in. During their "Hey Siri" event, Apple TV took center stage. We saw a Siri-enhanced navigation experience, the introduction of tvOS, a new touch controller and a peripheral focus on gaming. We even heard the words "universal apps" thrown around. Sound familiar? A user can begin a game on one Apple device and continue it on another.

I must reiterate that Apple is not positioning the Apple TV as a gaming console to compete with the Xbox. In its current iteration, that would be foolish.

Two's a crowd

Apple has millions of dedicated fans and developers ready to follow where the company leads. Coupled with their undeniable marketing magic, Apples renewed push into the living room will likely yield phenomenal support.

With 60% of the company's revenue coming from the iPhone in a slowing smartphone market, Apple is internally compelled to venture into additional areas of potential growth. Additionally, Apple is pitted against Microsoft's universal Windows 10 platform which encompasses Xbox, phone, HoloLens, PC and IoT devices. Thus, Apple is externally pressured to further broaden its platform to a space beyond the phone but still connects to it and its other devices.

This is where Microsoft must remember past lessons. Redmond cannot view this scenario as a negligible threat to its living room position. Apple TV is Cupertino further positioning itself for success in an industry that is becoming more platform rather than device-centric.

As the Apple TV's core function is media consumption while the Xbox's is gaming, the Apple TV has an inherent advantage to what device consumers will likely choose as their living room's media hub. The television for media consumption is still the primary object in our living rooms. Gaming in that space is a secondary activity.

As such it will likely appeal to a much wider audience than the gaming focused Xbox.

For Apple fans, cord cutters, and others looking for alternate methods of consuming content, the $169 - $199 price tag of the Apple TV is far more accessible than the $349 price of the Xbox One. Its smaller footprint in comparison to the robust dimensions of the Xbox One also makes it more appealing as a living room hub for many.

Game on

Sure there won't be any Metal Gear Solid 5 type titles gracing the Apple TV anytime soon. But with Apple's relationship with the developers who create the most polished games on any mobile platform, it is certain that casual games galore will make their way to Apple TV.

Sure, some developers will forego reworking their touch focused games for compatibility with Apple TV's new controller. But with a potential audience of millions of fans of familiar iOS games, tvOS iterations of these cross-platform, socially connected titles may appeal to many developers.

Casual gamers, the Candy Crushers of the world, are the target here. This is an entirely different market than the hardcore gamers, usually males in their 20s and 30s, the Xbox serves. Casual gamers are usually older and female. Distracted toddlers as well as grandmothers trying to keep a sharp mind also fit the bill.

Some may argue systems like Roku tried and failed to mainstream casual gaming. This is true, but they're not Apple. As frustrating as it is for Microsoft fans when Apple moves, the industry often follows.

So with the Apple TV's deliberate positioning as a living room hub and its subtle approach to casual gaming, Apple is leveraging the device as a platform to provide users easy access to the content of potentially millions of dedicated developers.

Family matters

When deciding on what device will rule their living rooms, families will be pondering their options with the weight of Apple's brand and marketing working to seduce them. Additionally, women, the target demographic for casual gaming are usually the members of the household with the greatest influence on the aesthetics of the home. That said, the petite Apple TV will likely appeal to the lady of the house.

The Apple TV may not kill the Xbox, but it may displace it. The Xbox may be ousted from the living room to the man-cave in favor of Apple's TV. If it remains alongside the Apple TV, the gaming focused Xbox may be sparingly utilized as the family frequently interacts with the media focused Apple TV.

For the gamer in the home, that may not be a big deal. They'll "game" just the same. But for Redmond's goal to rule the living room, that's a massive blow. For Microsoft fans, it will be yet another loss.

Iteration

When the first iPhone launched, it was ridiculed because of its technological limits in comparison to what was already in the market. But the first iPhone was about positioning the platform and ecosystem. Once positioned, Apple iterated. Eight years later the iPhone is one of the most advanced devices in the market.

If Apple TV is successful in its renewed positioning, Apple will improve it. It will become more powerful, faster and likely offer greater capacity for more intense gaming. Developers will likely have opportunities to develop more advanced games for their vast audience of "non-hardcore" gamers. Who knows where it will go from there.

It may never become a "Xbox rival" but it may become a mainstream gaming system for a much broader audience of casual and mid-core gamers. It'll compete by not competing.

Mass appeal

I acknowledge that Xbox allows users a great voice-enhanced media experience with Kinect (soon Cortana).

The problem is that it is a gaming console first. Consequently, those who benefit from its media prowess is niche.

By contrast, Apple TV is targeted at everyone who watches TV. The strength of Apple's approach is that their efforts will mainstream the experience whereas Microsoft's is limited. Sounds like what happened in smartphones.

Sadly Apple has usurped Microsoft's position in smartphones and automobiles. Now they're positioning themselves to do the same in the living room.

Wrap up

Microsoft must indeed watch Apple. But not passively as one might watch say, an Apple TV. They must watch them as a champion fighter seeking to defend his title watches his opponent at the height of the title bout. Microsoft needs to bob and weave while it anticipates its opponent's moves and aggressively seeks and takes opportunities to strike.

Windows 10 is coming to Xbox. There are opportunities there to add cross-platform casual gaming to its repertoire. A smaller Xbox, though recently refuted, could answer the issue of aesthetics. If either or neither of these is done, Microsoft's brutal experience in missing what Apple was doing in smartphones should have at least taught them the following. If they want to remain a central part of the living room, the one thing they can't do is nothing.

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The iPad Pro can easily be described as Apple's competitor to the Surface, but it's the Apple TV that received probably the biggest update with the addition of apps and games. And with it, the Apple TV enters into Microsoft and Sony territory in the home entertainment center.

I'll be up front with this. I don't think the Apple TV is in any way a console killer. I also don't think the Apple TV represents too much of a concern for Microsoft, or indeed Sony, at this time. Apple's move into TV-based gaming isn't a direct challenge to the console makers, more an inevitability that's taken longer than many would argue it should have.

Knowing your place

What Apple has created is a casual gaming product whose primary role is still the delivery of media content. Be that iTunes purchases or rentals, Netflix, MLB or any of a number of other streaming services. It's been a successful product. Not on the scale of the iPhone, say, but still, hardly what anyone could describe as an unsuccessful venture.

By contrast, the Xbox One is primarily a games machine. The console's launch may have suggested otherwise, but ultimately, Xbox is gaming to Microsoft. It has the added value of being able to function at the center of a home entertainment system, offering similar services to the Apple TV along with a Blu Ray player. There's also the small matter of the OneGuide and Cable pass-through or OTA TV with the Xbox One. It integrates into your entertainment, it's less so much just an add-on to it.

To Apple, apps and games from its App Store are just another form of content that it's making money from. Unlike Sony, Microsoft and even Nintendo, Apple isn't (currently) making any first party games. It is instead providing a conduit for others to deliver the content.

Games still need horsepower

Talk of TV based gaming will immediately make the current consoles will spring to mind. I don't know exactly what is in the Apple TV, but is it really going to be on a par with the Xbox One or the PS4? Unlikely.

Take the buzzword marketing applied to the iPad Pro which has a "console class GPU" inside it. And a more powerful CPU than the Apple TV. So, if anything, the iPad Pro will be a more competent gaming machine.

That's not to say there won't be amazing looking games on the Apple TV. Because there will. iOS already has some stunners, like Infinity Blade and Real Racing. But both of those could also run on the current crop of games consoles without breaking a sweat. For the complete picture, the CPU inside the Apple TV is the same as that in the 12-month old iPhone 6.

The Apple TV will be capable when it comes to gaming. The combination of the hardware and Apple's Metal will see to that. But a console, this is not.

The casual approach

What the Apple TV is, is the company's answer to products like Android TV, Roku and the Amazon Fire TV. Gaming on these devices has been possible for a while, with Apple's Crossy Road demo, multiplayer withstanding, already available on the £35 Fire TV Stick. What is highly probable is that Apple TV will get better support than at least the Android competition when it comes to developers getting apps and games on the platform.

Even though we've already seen that Guitar Hero Live will be available (also on Xbox One) and a great looking Warhammer game, those who actually want to game in the living room are still going to get a console. Guitar Hero is one thing, but you're not going to be seeing a Forza 6 level racer or something the scale of Fallout 4 hitting the Apple TV. Or at least, not in the same fashion as you'll get on a console.

iOS devices are where Apple has made its reputation and big portions of its vast fortune in recent years. The Mac, while considered successful, remains something of a joke when it comes to gaming. Certainly next to the Windows powered juggernaut. The Apple TV is a more casual approach, but probably a better play in the long run.

Should Microsoft be concerned?

Concern is maybe the wrong word. Perhaps aware is a better way to consider it at this time. Microsoft would be foolish to ignore what's going on, as would Sony and Google for that matter. This could well be Apple dipping its toe into what could become a much bigger gaming play. But there are still only two big dogs in the console space: Microsoft and Sony. Apple's brand value is phenomenal but also not synonymous with gaming.

PlayStation and Xbox on the other hand, are.

Microsoft definitely needs to keep one eye on what's going on at Apple. At the same time the Xbox One is gearing up for its Windows 10 update which opens up a whole new world for the console. It puts it into the Universal Windows Apps space and, in theory, allows for similar development as is going to be possible on the Apple TV. The Windows app catalog isn't particularly strong, but the allure of millions of PCs and Xbox One consoles is about as much as Microsoft can offer to entice.

We've also got the ID@Xbox program which is going great guns. Most of the games that come through there could also head to mobile and the Apple TV, but that some of the most interesting titles of the year are coming out of it is nothing but encouraging. Lovers in a Dangerous Spacetime is brilliant.

There's still so much we don't know. But as it stands right now, the Apple TV isn't going to replace the Xbox One or the PS4. At least, not if you're gaming.

Xbox SmartGlass is Microsoft’s strategic move against Apple’s Airplay system (and preemptively against Google TV); it’s an evolution for your Windows Phone, Windows Desktop and Windows 8 Tablets. Why is it the evolution? Because Microsoft’s ecosystem is growing and they are focusing on inter-connectivity with all of their devices (and even those outside of their branding).  No phone left behind, no tablet ignored, no Desktop chained down. Windows 8 is bringing a fresh look and giving users a better feeling experience while they use these devices. 

Microsoft is effectively making their move to make your involvement a complete one with any of their devices. It’s a smart move because Windows 8 may be challenging for some people to learn and get used to. SmartGlass will give people the confidence in Windows 8, that it will not be another Vista, it is changing for the better. It's a straight up consumer feature.

Here’s the breakdown on how each device will pair with Xbox SmartGlass:

• If you are using a Windows 8 tablet, and are watching a video, you can pause on your tablet, and continue on your Xbox. The Tablet then becomes a companion device streaming live information about the movie you are watching, giving you access to the behind the scene details
• When you are playing a game, like the new Madden for Kinect, your Tablet can be used to make plays and actually play the game
• Your Windows Phone will do the same as the tablet, but there wasn’t any information that you will be able to control games with it, which is a little disappointing but I am sure more information will be released as we get closer to Windows Phone 8
• Use your phone to scroll web pages when using Internet Explorer for Xbox
• Your PC will be able to put up content to your Xbox, via video hubs, and also act as a companion device as well (but there was no demo, so we must assume there will be a few limitations when comparing using your windows phone or windows 8 tablet with SmartGlass)

Everyone knows about Apple TV and Airplay, but you need to buy separate devices and even then it is limited on how they interact. Airplay only mirrors your iPhone or iPad device but with SmartGlass your devices are much more than a mirror they become another opportunity for anyone to gain more content and control your Xbox. Everyone has an Xbox, and if you don’t, you’ll be needing one because SmartGlass is giving you what you always wanted; any Windows 8 Device to control and give you more information about what you’re watching on your Xbox.

This is great to see since Microsoft is adding more and more content to the Xbox Live experience, enhancing it to be your only multimedia device in your living room. As our culture gains more momentum in consuming content through the internet people are okay with paying for streaming services instead of traditional cable or satellite. Microsoft is giving the consumer the opportunity to have any kind of connected device they want, and their content will be available on all of it.

It's a smart step by Microsoft for growing their brand, and using it to its fullest potential. Needless to say, we like the future...