Apple channels Kobe Bryant to push new Apple TV

11 April 2016
Basketball player Kobe Bryant and actor Michael B. Jordan

Is this the future of TV? Apple has released a new ad starring basketball player Kobe Bryant and actor Michael B. Jordan.

The advert, which boasts how Siri can help you enjoy your on-demand shows even more, follows recent spots from the computer giant involving Alison Brie and Game of Thrones' star Nikolaj Coster-Waldau, as well as Taylor Swift and of course, the Cookie Monster.

The ad involves both celebs sitting on a sofa watching a Bryant biopic, until Jordan quickly exits the program – with the emphasis shifting onto Siri which allows him to use the voice activated tool as simply as a remote control - swapping out the biopic for a film and jumping ahead to a certain spot.

The latest Apple TV, released late last year, now features more than 5000 third party apps. The new dictation feature means you can enter usernames and passwords by saying them out loud – meaning an end to the tedious scrolling through the alphabet letter by letter.

As the on-demand TV space continue to heat up and the big players aggressively tout their wares, using more and more celebs to sell their latest devices, this serves only to put pressure on the quality of the free-to-air (FTA) on-demand offerings here in Australia.

At the channel Nine Upfronts last year, hot on the heels of Seven's announcement that it would be live-streaming all of its content, Nine announced it would be putting its live-stream and video-on-demand services on one platform, with the launch of 9Now.

Despite the moves by the FTAs, the jolty quality and repetitiveness of advertising during live-stream and video-on-demand services still remains below par – something that needs to improve if they want to compete seriously in that space.

In case you missed any of the ads mentioned above:


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