Roger Fingas
In a TV interview posted on Thursday, Eddy Cue — Apple's senior VP for Internet Software and Services — dodged questions about original programming, while downplaying the possibility of using the new Apple TV as a cord-cutting option.
Even with its new features, the fourth-generation Apple TV will be an "add-on for most people," Cue told CNNMoney. This is because apps like ABC, CNN, and WatchESPN will still demand a cable or satellite subscription, he commented.
The executive nevertheless argued that the Apple TV doesn't need exclusive content, since the product does things that no other set-top does, referring to its app-based interface. In the future, he suggested, live TV shows might react to app-based viewer feedback, though no such system is currently in place.
Asked about rumors that Apple will follow companies like Netflix into making original programming, Cue side-stepped the matter.
"We love working with our partners. We're great at technology, and they're great at creating content, and we think that's a great partnership to have," he said.
The interview didn't touch on Apple's anticipated streaming TV service, which would presumably play home to any original shows. The service is thought to be mired in content negotiations and won't debut until sometime in 2016.
Apple began taking online orders for the updated Apple TV on Monday, and the product will hit store shelves on Friday.
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Wesley Hilliard
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44 Comments
This is an interesting statement, "not for cord cutter." That is a very specific statement. Kind like when Steve Jobs said Apple will never make a PDA, but made Iphone which infact killed the PDA, and you can argue that the Iphone was everything that the PDA was suppose to be but failed to live up to.
Kind like when Steve Jobs said Apple will never make a PDA
Remake is a more appropriate terms Don't forget the Newton.
This is excellent wordsmithing by Cue. "Not for cord cutters" is the perfect statement for Apple to be making at this time. As sog35 stated, it's about building the user base and then--BAM!-- hitting the industry upside the head with what Apple does best (I don't know what would be in the case of TV!).
[quote name="macinthe408" url="/t/189830/eddy-cue-dodges-questions-about-original-tv-content-says-apple-tv-not-for-cord-cutters#post_2798305"]This is excellent wordsmithing by Cue. "Not for cord cutters" is the perfect statement for Apple to be making at this time. As sog35 stated, it's about building the user base and then--BAM!-- hitting the industry upside the head with what Apple does best (I don't know what would be in the case of TV!).[/quote] Sounds as tho he's acknowledging problems getting content subscriptions directly thru iTunes, breaking the deals cable companies have with them. Someday Apple TV will probably be a pseudo cable company, but not now. For the time-being it's more of a Roku with better games, prettier hardware, but a higher price IMHO. Mr Cue was apparently doing a little off-the-cuff talking too so perhaps we shouldn't read all that much into his comments anyway. There may be no hidden meanings at all.
Thats a bit of a disturbing answer.