Back when it first debuted, Apple TV was basically just an overpriced home media server.  Sure, it connected straight to your iTunes account and could store iTunes-purchased movies and television via a DVR-type hard disk drive, but aside from connecting directly to your computer for streaming and acting as an AirPort node, it wasn’t anything spectacular.  There are other devices that do similar features, and for the price, you could just buy a traditional media server that’s much more powerful and flexible, even if it’s not as easy-to-use.  However, that’s the old Apple TV; we’re talking about the new Apple TV.

The new product launched as Apple TV earlier this week is basically a Roku-style streaming video box for a brand-new iTunes television and movie RENTAL service.  That’s right, no more actually buying movies or TV episodes; now you’re renting them from Apple (at least via Apple TV).  That seems like a huge step back to me; why would you rent a TV episode for $1 when you can buy the episode for $2, or just watch it for free online via the network’s website, Hulu, Netflix On Demand, Amazon VOD, or any one of a million other streaming video options that Apple’s trying to take on.

Granted, it’s not like Apple TV’s been a big success.  Since it rolled out in 2007, it has only sold about 3 million copies (versus the iPad, which sold 3 million in as many months).  Why not experiment a little and see if you can succeed in an entirely new venture?