Affiliate Disclosure
If you buy through our links, we may get a commission. Read our ethics policy.

Eddy Cue says MLS deal was about Apple sticking to things it could do well

Apple SVP of Services Eddy Cue. Image source: CNBC

Apple SVP of Services Eddy Cue made a rare interview appearance, discussing the merits of saying no and how MLS was one of the company's rare yeses.

Apple TV+ and Major League Soccer streaming are both products that would never have been considered part of Apple's roadmap even a decade ago. The company has grown a lot since Steve Jobs' passing, but the philosophy of saying "no" still lives on.

In a rare interview with CNBC, SVP of Services Eddy Cue shared why an MLS deal was right for Apple. He said it starts with the ability to say no, before saying yes.

"We say 'no' to almost everything," Cue said in the interview. "When you get as large as we are, it's easy to think you can do anything or everything, and it's just not true."

Cue described two factors that determine what a "yes" should be. First, it should be something Apple is good at, and second, it should be something consumers value and care about.

He brought up the famous Wayne Gretzky quote, the one about chasing where the puck is going, not where it is. Apple sees sports streaming as where the puck will be.

Steve Jobs once said, "Saying no is critical to good design and engineering." And Apple's ability to say no seems to continue even in his absence.

Apple signed a 10-year deal with MLS and is under contract to stream Friday Night Baseball for MLB as well. The company is looking for more sports to add to its services and continues to add features like multiview streaming.