It's a continuation of the strategy that they've had for some time.
More Quotes from Ross Rubin:
There's still a lot of green field left in the marketplace. ... We saw some decent sales movement during the holiday season of players priced in that range or lower.Ross Rubin
At this point, the state of the online media market is immature enough that they are still a physical goods company and a company that is driven by great engineering and integration. They are still deriving the majority of their revenue from the hardware. I don't think the content is driving the hardware, yet.
Ross Rubin
It's a new way of reaching viewers and an opportunity to drive incremental revenue networks wouldn't have had otherwise.
Ross Rubin
Movies provide flexibility in being able to set up your own video library, as proven in the DVD era. People want to build a high-impact library that retains the cinematic feel.
Ross Rubin
Disney is already an early supporter of Apple's video efforts.
Ross Rubin
Both in terms of form factor and functionality, it's somewhere between a laptop computer and a sort of portable media player or high-end PDA. I think that we may see some software developed for it that will establish it as a more unique option, but as of today, it's just a smaller, keyboard-less, notebook.
Ross Rubin
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