Apple's New Vision for Apple TV 'Less Ambitious' Than Before

Discussion in ' News Discussion' started by MacRumors, Feb 12, 2014.

  1. macrumors bot


    Apr 12, 2001

    Apple's plans for its revamped Apple TV have been scaled back compared to what the company had previously intended, reports The Wall Street Journal. According to the publication, Apple was originally approaching media companies directly to obtain content rights for an ambitious a-la-carte-Internet-enabled TV set-top box, but has since gone in a different direction.
    Apple had been trying to negotiate with companies like CBS and Disney to offer the networks' content directly to Apple customers over the Internet, cutting out cable and satellite providers like Comcast, Time Warner and DirecTV. However, the media companies consistently pulled out of negotiations, fearing that any potential deal with Apple could damage their revenue streams.

    Apple's ambitious plans went even further, as the company hoped to erase the distinction between live and on-demand TV, allowing users to watch any show at any time via iCloud as well as being able to skip commercials. In addition, Apple explored the possibility of paying media companies more for ad-free TV.

    Having abandoned those lofty ideas in the face of failed negotiations, Apple is now asking content providers for the last five episodes of any given show rather than an entire season. This structure is similarly used by Hulu and is considered a standard amongst TV show streaming services.
    The Wall Street Journal also suggests that it is unclear whether Apple will sell its own box or allow cable distributors to lease boxes to customers when the company is able to establish a deal for a television service.

    Apple has long been in negotiations with Time Warner Cable for some sort of television-related product, with a recent report suggesting talks are ongoing. Apple may run into some trouble reaching a deal with TWC, however, as Comcast has reportedly inked a deal to purchase the company.

    Apple may be planning to unveil a redesigned Apple TV box in April, which is rumored to include both app and game support, but it is unclear whether that product will also offer new television-related content.

    Article Link: Apple's New Vision for Apple TV 'Less Ambitious' Than Before
  2. macrumors G5


    Nov 14, 2007
    1 Geostationary Tower Plaza
    How is less ambitious good? These media companies need to realize that what the WWF did is the most amazing service ever. More to the point, cable companies need to realize what AT&T, Verizon, Sprint and T-Mobile realized, they are just dumb pipes for us.
  3. macrumors 6502a

    Aug 19, 2006
    At this point, Apple should just take Apple TV out back and shoot it.

    I own 3 of them and they are really getting long in the tooth. The UI is terrible and slow. Netflix barely works on it anymore.

    The Roku 3 can do nearly everything the Apple TV can do, plus it has a better remote and it works with Amazon Prime.
  4. macrumors member

    Sep 8, 2010
  5. macrumors member

    Apr 17, 2012
    If Steve were alive, he would have gotten the deal done. He's probably the only one that could have gotten that deal done though.
  6. macrumors member

    Oct 14, 2013
    I want:
    iCloud with unlimited storage, let iCloud record all channels for you to your own iCloud space. Go to a particular day of TV programming by using Time Machine for iCloud TV. Streamed to my iPad. Easily search for an episode by typing in "Breaking Bad s03e12" in Spotlight. Only $99/year.
    and I also want to touch Olivia Wilde.
  7. macrumors demi-god


    Oct 20, 2011
    Austin, TX
    So this would be Microsoft winning. XBox One already does this stuff.
  8. macrumors 68040


    Nov 17, 2003
    Is this a time where the phrase "Steve would have never..." is actually applicable?

    Hard to say, but I don't think the deal with ATT and the iPhone was exactly what Steve wanted either, but it was what they could work out. Who knows.
  9. macrumors 6502


    Mar 25, 2009
    I don't often say that Apple should follow Google, but they should bypass cable companies altogether and go the Google Fiber route. They really need to stop being an aggregator for cable companies and be the source if cable companies aren't willing to play ball.


    ...For 5x the price of an Apple TV.
  10. macrumors regular

    Sep 5, 2006
    Content providers have been in "negotiations" with Apple for five or more years now. They don't want to play ball, because they fear Apple doing to TV with aTV what they did to music with itunes. No deals are forthcoming.

    The thing I really want to see from the aTV is the App Store along with support for Bluetooth controllers. If Apple went out of its way to make it easy for developers, the so-called Steambox would be dead before it ever made its way into the hands of consumers. aTV could eventually be a viable competitor to Playstation and Xbox.
  11. macrumors 68020

    Nov 15, 2007
    We want all the same things. Is it too much to ask?
  12. macrumors 65816

    Apr 24, 2010
    Which version ATV are you using with a Netflix that "barely works on it" anymore? I've never heard of such a thing and it sounds like utter ******** to me so I'm curious. :)
  13. macrumors 601


    Mar 2, 2012
  14. macrumors regular


    Jan 24, 2010
    or..... it could just be an analyst over at WSJ that has made something up because his sources are no longer getting fed direct information from Apple R&D.

    Pretty much EVERY Apple TV article and rumour has been loosely based on that one line from the Issacson book.

    We don't know what Apple are going to offer in the future when it comes to the TV realm because up until recently it has been classified as nothing more than a "hobby" and anyone that says they do are purely speculating or trying to get hits to their page.

    Lets wait and be pleasantly surprised.
  15. macrumors P6


    Apr 1, 2005
    Space--The ONLY Frontier
    So Apple is close to a deal with Time-Warner who is being purchased by Comcast for 40B ?

    This is becoming a soap opera. Lol
  16. macrumors 65816

    Oct 9, 2012

    I don't think the poster was making a negative remark about Cook. Steve was persuasive. Don't know if he seduced them or just worried the devil out of providers. Whatever it was it worked. Founders cannot be replaced. Just the way it is. Steve had that passion and drive.
  17. macrumors newbie

    May 26, 2011
    If Steve were alive, he would have tasked Eddy Cue with getting the deals done, just as he did before, and the result would have largely been the same.

    Don't forget, Steve Jobs wasn't able to sign a deal with Verizon for the original iPhone, and AT&T (Cingular) was the fallback. And before that Apple had to capitulate to the record labels on variable song pricing rather than being able to keep it at $0.99 per song across the board.
  18. macrumors 65816

    Jun 30, 2007
    To be fair, Eddy Cue has done all the industry dealing in the past. Jobs's personality was too coarse and inflexible to have done it by himself. But Jobs-era Apple got those big deals done because Steve had the internal force of will to see them through.

    It remains to be seen what it'll end up as, but my feeling is Tim Cook doesn't have the tenacity to do an iTunes sort of industry shakeup. But then again, even Jobs was getting a lot of pushback from the TV industry while he was alive. Apple got lucky with music that the industry was on the ropes. TV/film is still relatively strong, despite piracy, and they don't feel the need to negotiate especially since cable companies own a lot of the content (and now it's rumored Time Warner is being bought by Comcast). It's a shame because we need Apple to shakeup this monopolistic industry a lot more than the record industry.
  19. macrumors newbie

    Mar 16, 2011
    Steve wasn't a messiah... He was a man. There will be better and there will be worse.
  20. macrumors newbie

    May 26, 2011
    At 5 times the price, in a more complicated way, without AirPlay. Right.
  21. macrumors newbie

    Feb 12, 2014
    Wrong direction

    Move forward with the actual content providers...writers, producers, etc. Open a studio!. Distribute original content, buy Netflix and AMC for crissake, continue to license AMC's shows to the cable providers. The distribution rights to Walking Dead alone would line up these old school utility companies rather quickly.

    Get in the driver's seat and then you can get in the living room. If the established market foundation isn't flexible enough for you, build your own for the consumer.
  22. macrumors 68000

    Jan 14, 2008
    Houston, Texas
    Apple should open up a studio for live action shows like Jobs did with Pixar. Make their own content a la Netflix.

    At least experiment with something.
  23. macrumors 6502a

    Jun 23, 2007
    I don't trust this unless Apple unveils their product. Months later, we will know the back story!
  24. macrumors 68030

    Jul 25, 2002
    At first, I was very disappointed in this. Then I read that quote again.

    No ****. Of course Apple is claiming to these companies that they are going to work with them rather than compete! That's how negotiations go. You don't walk in with a knife and say "This is what I'm going to stab you in the back with. Now bend over!"

    ... in other words, exactly what the current "apps" already do. So, this is describing negotiations for following the status quo of "app channels" on the ATV.

    ... and that's the most important line of them all.

    In other news, the sky is blue and ice is cold.
  25. macrumors regular

    Oct 31, 2007
    Channel / network management are babies

    I am willing pay more per channel than they current receive from cable or satellite providers.

    True, I could care less about 200 of 220 channels.

    If a network or channel is not strong enough to hold an audience, then they should go bye bye.

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