Can Apex play the game?

Apex Broadens Its Portfolio With First PMP, Cameras, DVR
By Jospeph Palenchar
TWICE

Apex Digital is broadening its CE portfolio with the launch of its first portable media player (PMP), the rollout of its second generation of digital cameras, and an expansion of its portable DVD player line.

The company also added DVR capability and TV Guide EPG to its delayed ApeXtreme DVD player/game console, an industry-first device that uses embedded Windows XP to play PC games on a TV. It will be Apex’s first DVR-equipped product.

Shipments of the $499-suggested ApeXtreme, equipped with 40GB HDD, were pushed back to August from April because "it took more work than we expected," said president Steve Brothers. "PC gaming is very demanding."

RELEVANCE After successfully becoming the leading brand of DVD players in the US (in terms of unit shipments), Apex has set its sights on winning its share of the next generation of consumer electronics producs. The most advanced and arguably ambitious product in its arsenal is the ApeXtreme 'media centre' console due to be released in a few months' time.

From a functionality perspective, the ApeXtreme will sit a few notches below Sony's PSX and Wintel's soon to be released ePC. With a unit capable of playing physical-based music, movies, games as well as incorporating a PVR the main ingredients have certainly been considered. However, with a lack of web interface and connectivity we believe that this product priced at $499 will find it extremely hard to make significant inroads in this hypercompetitive segment.