Apple’s Latest Approach to the Apple TV is Far Less Ambitious [WSJ]

Apple’s Latest Approach to the Apple TV is Far Less Ambitious [WSJ]

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According to the Wall Street Journal, Apple is indeed releasing an Apple TV in the coming months. However, the report claims that Apple is scaling back its original plans in favor of a less ambitious product.

In the current discussions, which involve at least two big media companies, Apple envisages working with cable companies, rather than competing against them, the people said. For programming, it would rely on cable providers to acquire programming rights from media companies, rather than acquire them on its own, the people said. Apple might consider seeking some rights directly in the future, one of the people said.

One of the people said Apple was aiming to release the new set-top box as early as June, though another cautioned the device might not be ready for several months after that.


Apple had been hoping to directly work with content providers like Disney, CBS and Fox to provide content directly to the Apple TV by streaming content over the Internet. Unfortunately, the content providers pulled out of negotiations, and Apple is now forced to deal with cable/satellite companies like DirecTV, Comcast, and Dish Network.

Apple reportedly had big plans to revamp some cable service's video-on demand content that would allow users to skip commercials and watch any show at any time. Instead, Apple is now asking for just the five most recent episodes of current shows from the cable companies.

Apple's latest approach is far less ambitious. Instead of asking for full current seasons of shows, it is asking programmers for just the most recent five episodes of current-season shows—the standard for video-on-demand services in the TV industry, a person familiar with the matter said. Apple is also proposing to disable fast-forwarding on shows for three days after they air, which would protect TV channels.

It is unclear whether Apple would sell the box directly to customers, as it does with Apple TV, or reach a deal with a cable operator to distribute the box and lease it to customers. One of the people said cable operators are interested in saving money by not having to invest in buying set-top boxes if Apple were to sell boxes directly to consumers.


Comcast's latest move to acquire Time Warner Cable could bring even more headaches for Apple as it is still in tough negotiations to bring content to its next-generation TV device.

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Apple’s Latest Approach to the Apple TV is Far Less Ambitious [WSJ]
bob zhung - February 14, 2014 at 7:18pm
cupertino has no knowledge skills, do not know even how to copy headsets from roku remote, home screen is a mess, movies overpriced, give it to chinese they will do better
Donny - February 14, 2014 at 4:27pm
Perfect example if how Tim cook, or any other CEO for that matter isn't Steve jobs.
Apple tv - February 14, 2014 at 6:41am
If apple wants to sell Apple TV fast and a lot. Just find a way to leak an exploit for jailbreak. And they will sells like cupcakes!! Just look the demand for atv 2 compare to atv 3!
shithead - February 14, 2014 at 6:22pm
Listen here Bub. I don't give a damn for your cupcakes. Here in AMERICA things that go quickly are said to sell like HOTCAKES which is another term for PANCAKES. Get it right or pay the price.
Shitamerica - February 15, 2014 at 7:08am
Shitamerica, why can't he said cupcakes?, you must be American. Everything things has to be their shity way! Also they are always complaining. Like oh this shit is made in China! Guess what iPhone is made in China. Now they complaint china is polluting the environment. Remember if you buy an iPhone, you are helping the pollution. Why Apple doesn't want to make iPhone in America? Cost! Shity labour in USA cost too much! Either apple can't make money or each iPhone would cost 3 to 5 times more.
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