A new report suggests Apple is bypassing cable companies and going straight to TV content providers in new Apple television strategy
Apple has been negotiating directly with TV content providers, rather than cable companies, as part of a new strategy that aims to enable the company to launch its widely speculated Apple Television product.
That's according to a report published by Quartz, which cites "people familiar with the discussions" who say Apple is talking with production studios and networks including ESPN, HBO, Viacom, Nickelodeon and Comedy Central, in a bid to convince them to provide content for an Apple television set that would emphasise apps over cable TV.
Apple's TV strategy could even lead to the company essentially becoming a cable company itself, offering its content via the internet. According to the report, Intel, Sony and Google are also considering this strategy, which means it could be a race to see who launches its pay TV service first.
The report states that it's not yet clear how far these negotiations have progressed, or how close the companies are to striking a deal, though, so it may mean an Apple television set is still a long way off.
However, according to the report's sources, Apple could launch an Apple television without a majority of the content providers on board, because it believes that consumers would buy the new product as long as it has enough high-quality content to drive consumer demand.
The report does note that, when approached about the speculation, ESPN spokesperson Chris LaPlaca said that discussions about internet TV services are "very, very exploratory in nature," and that "there are no formal discussions taking place."
HBO spokesperson Jeff Cusson told Quartz that it has "no plans to go over the top or enter these markets in a different way."
It's clear that Apple is keen to improve its presence in the living room, though there is some scepticism about whether it really will be by launching an actual television set, or simply giving its Apple TV a significant update.
Will Apple launch a TV?
When is the new Apple TV coming out?
Apple Television iTV release date, rumours, and pictures; When is the Apple television coming out?
Earlier this month, Apple acquired start-up Matcha.tv, a video discovery app that provides an overview of everything that is available to watch across a variety of services including Netflix, iTunes, Amazon Prime and more, which it could use for its TV product.
Apple's CEO Tim Cook has said that that TV is "an area of great interest" for the company, and the late Steve Jobs is believed to have been keen for Apple to make its mark on the television market.
Other evidence to suggest that Apple is working to improve its Apple TV offering is the recent hiring of Hulu guru Pete Distad, who's role is reportedly to negotiate future media deals for Apple's TV project.
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
