Jason Snell on the Apple TV experience:
But as frustrated as I was in September by how many steps I needed to go through to upgrade to a new iPhone, I was even more frustrated by the Apple TV setup. When it comes to buying a new Apple product, Apple does so many things right. Apple’s packaging and out-of-box experience are second to none. The hardware design is beautiful.
Unfortunately, Apple’s hardware and packaging are being let down by its software and services. The unboxing experience doesn’t end when the device is pulled out of the box—it ends when it’s set up and running smoothly. There’s a lot more work that needs to be done.
Maybe he got a bad box. Mine installed in a few minutes and almost effortlessly using settings from my iPhone, but why there is no option for a Bluetooth keyboard is beyond me. And Siri can’t find any music unless you’re subscribed to Apple Music. That’s a bit crass.
Also, buy the Apple Loop before you leave the store.