Apple exec Eddy Cue talks future of TV at Vanity Fair event
On Thursday Apple's senior VP of Internet Software and Services, Eddy Cue, sat down for a three-way discussion at Vanity Fair's New Establishment Summit in San Francisco, where he spoke at length about the current state of TV and where Apple sees things going.
As he has before, Cue attacked modern TV interfaces, describing most of them as a "glorified VCR" and "pretty brain-dead." He positioned the Apple TV as a better solution, the fourth generation of which has Siri and an App Store, among other improvements.
Cue was on stage with HBO CEO Richard Plepler, and used HBO Now as an example of a better way of interacting with TV. HBO has over 1 million subscribers on Apple devices, and Cue suggested that the two companies are "at the beginning" of their relationship, without hinting at what they might have in mind later.
The two executives also exchanged praise for each other, with Plepler in particular claiming that whenever the two companies have run into an obstacle in the past, all he had to do was call Cue and the issue would be fixed in 10 minutes. "That's rare," Plepler added.
Cue suggested that TV will continue to evolve year-by-year, as old restrictions relax and content providers become more comfortable with advanced technology. Some networks have been reluctant to completely embrace streaming, not wanting to risk deals with cable and satellite companies -- which in turn have fought the prospect of "skinny" or a-la-carte channel bundles. In some cases, contract obligations have helped maintain the status quo.
Apple's position in both music and video streaming will still be competitive in spite of rivals like Amazon and Netflix, Cue said, because it's able to host such services on its own platform. The company will allegedly succeed as along as it offers the best way to pay for and access content, regardless of which services are involved.
As he has before, Cue attacked modern TV interfaces, describing most of them as a "glorified VCR" and "pretty brain-dead." He positioned the Apple TV as a better solution, the fourth generation of which has Siri and an App Store, among other improvements.
Cue was on stage with HBO CEO Richard Plepler, and used HBO Now as an example of a better way of interacting with TV. HBO has over 1 million subscribers on Apple devices, and Cue suggested that the two companies are "at the beginning" of their relationship, without hinting at what they might have in mind later.
The two executives also exchanged praise for each other, with Plepler in particular claiming that whenever the two companies have run into an obstacle in the past, all he had to do was call Cue and the issue would be fixed in 10 minutes. "That's rare," Plepler added.
Cue suggested that TV will continue to evolve year-by-year, as old restrictions relax and content providers become more comfortable with advanced technology. Some networks have been reluctant to completely embrace streaming, not wanting to risk deals with cable and satellite companies -- which in turn have fought the prospect of "skinny" or a-la-carte channel bundles. In some cases, contract obligations have helped maintain the status quo.
Apple's position in both music and video streaming will still be competitive in spite of rivals like Amazon and Netflix, Cue said, because it's able to host such services on its own platform. The company will allegedly succeed as along as it offers the best way to pay for and access content, regardless of which services are involved.
Comments
TV in the pipeline.
Might be be better to go back to the good old days of keeping quiet until you have something to show.
http://www.bloomberg.com/news/articles/2016-10-20/at-t-said-to-discuss-idea-of-takeover-in-time-warner-meetings
Apple TV is missing a compelling content subscription for Apple. Netflix installed by default on every Apple device with a reduced contract fee exclusive to Apple devices makes ATV a compelling product out of the box. You subscribe and watch from an ATV... you pay $7 per month. You subscribe on another device you pay $10 a month. And Netflix understands new content like no one else. Having that team under Apple's umbrella would be huge boon for ATV and Apple's living room strategy going forward. Every independent film, doc and TV Show production on the planet wants to be on Netflix.
"As you've probably heard, last month Apple acquired Netflix. ATV, iPhone and iPad now come bundled with Netflix. We're gettting rid of the $11.99 plan. Netflix will now be $10 per month. What if you watch from an Apple device? $7".
Boom. Apple owns streaming.
How are you paying 7 when it's costing me 10?
Apple TV.
Then cut to 4 years down the line—rebrand—rename Netflix streaming service 'Apple TV'.
who's waiting? ATV4 is great. i don't have cable and don't have to use a shitty cable box. i buy what i want, or stream. itunes, hbo, netflix, plex, and a few network apps...living in the future.
Apple is the Best Period! No one else can hold a candle to how they redefine industries through creativity and innovation. The competition lives in their shadows, copying and building cheap imitations.
The Apple Team is brilliant, pioneering every new market they pursue, including TV!