With AppleTV, a small device placed near the TV that makes a wireless connection to the internet, the user can now directly download a movie without even getting up from the couch. An interface appears which allows the user to directly select movies. Prices are $2.99 for a normal movie, $3.99 for a new movie, and a dollar extra for HD format. Take a guided tour here. (ap). Thus home entertainment coaching brands further evolve. Now in HD format, soon in life size screens that cover whole walls. Now AppleTV only gives access to entertainment, soon we will pay a lot more for interactive content. The experience economy then will really come to life, and AppleTV can coach us in making selections out of all these possibilities.