When introducing the new Apple TV, Steve Jobs said their customers didn't want "amateur hour". In the newly published App Store developer guidelines, Apple said their serious developers didn't want to be surrounded by "amateur hour". I may be reading too much into those specific words used in those specific contexts, but it sounds like Apple has a new battle cry against Google.

Google TV is coming. Android is surging. Google has YouTube. Google has App Inventor. Google's strength is crowd sourced, amateur content (in the best sense of the word) and they'll have to work hard to get the Hollywood deals Apple has, and the UX-focused developers already on iOS.

Apple may have 250,000 apps but after a critical mass is achieved, raw numbers are meaningless -- if not increasingly impenetrable -- to casual users. Apple may be trying to reframe the discussion from how many apps and how much content to the type of content.

If so, it's risky. It could alienate all the audio and video podcasters who helped build iTunes and indy devs who fill the App Store, and who likely take immediate offense to the use of the term. It also disregards the fact that "cat falling off piano" probably gets more views than half the schlock coming out of Hollywood these days, but it is a differentiator and in the face of Droids and Galaxy S and Google TV, Apple needs a differentiator.

Again, I might be reading too much into the sound bite, but does the idea of Apple positioning themselves as the serious development platform and Hollywood content provider give them an edge against Google and their massive, crowd sourced content?