Last week Eddy Cue said "The global rights are important to us. We're a global company, we have customers in every country in the world, a large number of customers, and it's not exciting for me to have something that you can have but you can't have … I can't justify throwing what I think are the best engineers in the world on a small subset product … But, in general, are we going to sign something, any league, that is to a specific country or small a subset of countries? I highly doubt we would ever do that."
Yet Apple bought Friday Night Baseball, a sport mainly of interest in the Americas and east Asia, and a package with little growth potential in the rest of the world because of time zones. (Mind, it is also not a package Apple have the rights to worldwide.)
Apple then bought Major League Soccer rights, a league with little interest in most of the world because, even if countries do not have their own league, there are several much, much more popular ones, and which has even less growth potential because of both the saturation of the soccer market and the time zone differences are even worse.
So now Apple wants a college American football conference, something with barely any appeal outside north America.
I can only assume Cue thinks Apple's customers all over the world, the large number of customers, must all be Americans. Because from outside he seems to only be signing leagues where the interest and demand is specific to a small set of countries, and which play at a time when a large part of the world is asleep.
Of the few sports I watch I am very happy to not need to have to pay extra to Apple. So I have no problem with him being interested in only serving the U.S. market. It is just the way he gives flimsy excuses to the rest of the world then dismiss us with hypocrisy.