Eddy Cue dodges questions about original TV content, says Apple TV not for cord-cutters
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.
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.
Comments
Kind like when Steve Jobs said Apple will never make a PDA
Remake is a more appropriate terms
Don't forget the Newton.
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!).
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.
I think all Mr. Cue is saying is that Apple TV will have its own special appeal—like all of Apple's products. They're not meant to necessarily dominate their respective markets. But for those customers who recognize and value Apple's products, they'll be the best that Apple can make them, and they'll continue to improve over time.
Why would it be disturbing to you? I thought you liked negative news about Apple.
I think his statement about it being "not for cord cutters" was taken out of context. First of all, those are not Eddy's words. He only said yes to the interviewer's question. They were specifically talking about being able to access content from providers like ESPN and Eddy simply said that you will still need a traditional TV subscription to access the content on the app. We already knew this. He never said that you won't get any use out of the ATV if you're a cord cutter (like me).
An odd open-ended conclusion coming from the seldom Apple doubting Mr. Didiu:
"Is this new Apple TV up to it? We’ll have to wait and see. But then again, if not this one, then another one will. TV will not remain unchanged forever."
I didn't hear any dodging, he told it like it is. He acknowledged that in the current climate most people would still need cable to use the Apps that require that kind of authentication. But they have convinced several big players to go ala carte instead, and are trying to add more.
I think their plans are as simple as that. There are 2 ways to for Apps to go...the self-subscription, or the cable authentication. The former better than the latter for cord cutting. Apple will focus one at a time on providers to force more onto the other side of the table.
I agree that right now its not for cord-cutters. The content providers are icing them out right now (except maybe CBS). But yeah, once they get enough users, then it'll be for cord-cutters. I would pay just about anything (within reason) to get the ala carte channels I want over my existing Internet connection. But considering the Apple TV has zero installs right now, they have their work cut out for them.
He's tempering expectations - it does a lot of great things, but will not replace a cable subscription (yet). By most accounts, getting content providers to play ball has been a challenge. I suspect this will change within the next 12 months.
Why would it be disturbing to you? I thought you liked negative news about Apple.
I just figure that Apple would want people to cut the cord?
Its not a huge money maker like the iPhone so one has to wonder about their long term commitment to the product.
I ordered one but this launch seem really low key.