Eddy Cue: Apple TV Remains 'Add-On' Device, Will Continue to Improve

[MacRumors]

Apple executive Eddy Cue sat down with CNN senior correspondent Brian Stelter this week to answer a wide range of questions about the new Apple TV, reiterating how Apple believes an app-based TV experience is the future.

Cue described the new Apple TV as an "add-on for most people," rather than a true cable-cutting experience, since channels such as ABC, CNN and WatchESPN still require authenticating with a cable or satellite TV subscription.

That could change if Apple's much-rumored streaming TV service launches in the future, but the company has reportedly faced difficulties and delays in ongoing negotiations with content providers. Cue did not discuss those rumors, but did speak vaguely about original programming.

Stelter: "There have been rumors that Apple is going to get into licensing, actually financing TV shows, basically what Netflix and Hulu do today. Can you clear it up for us? Is that true?"

Cue: "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."

While still an "add-on," Cue said that the new Apple TV is a "much better experience" for consuming content compared to traditional cable or satellite TV. Cue said TV has historically been a "closed" ecosystem, but the new Apple TV changes that by allowing content providers to create interactive app-based experiences.

Cue downplayed the need for "exclusive" content on Apple TV, and said that Apple's goal is to "build technologies that let developers do things that they can't do anywhere else." He added that "we certainly don't think there's anybody that can do this on a TV today," which "by sheer nature may be exclusive."

Stelter said that authenticating with a cable or satellite TV subscription remains a problem with the current TV experience, and Cue said those are areas where Apple can "continue to innovate" and "make better" through future software updates, but he also stressed that services such as HBO GO, Hulu and Netflix already have a one-tap subscription process.

The new Apple TV is available online now and launches in stores on Friday, October 30.

Article Link: Eddy Cue: Apple TV Remains 'Add-On' Device, Will Continue to Improve

 

[Derekuda]

Can someone explain to me why in the world anyone would buy an overpriced Apple TV? I used to think Roku was king, but when the $40 Amazon TV Fire Stick came out, that all changed. (And it goes on sale quite often for much less).
I guess some could argue that the Amazon Stick is Android, and they might not like that, but just based off of consuming media alone (netflix, movie rentals, hulu,etc....), the stick is really blazing fast, affordable, and overall really user friendly.

 

[Daalseth]

the $40 Amazon TV Fire Stick came out, that all changed.... the stick is really blazing fast, affordable, and overall really user friendly.

I haven't really looked into it, but isn't the FireStick limited to Amazon Prime content?

 

[Godzilla71]

Translation: We are still having problems with content providers cooperating so It will remain an "Add-On" for the moment.

 

[Derekuda]

I haven't really looked into it, but isn't the FireStick limited to Amazon Prime content?

Not at all. It works with all the major providers, (Netflix, Amazon, Hulu, Crackle, ESPN... just to name a few.) Also, if there is an Android app for your provider then it will work with the Amazon Stick.

 

[Flow39]

Apple, please don't start creating your own TV shows. Please.

 

[Sonmi451]

At least he can basically admit Apple TV isn't ready for prime time.

 

[Flunkyturtle]

Translation: We are still having problems with content providers cooperating so It will remain an "Add-On" for the moment.

They are going to fight it, but they will eventually come kicking and screaming realising it's the way forward.

If i could cancel my subscription with SKY, but still watch the channels i do on ATV i would, but at the moment, 35 quid a month gets me my internet, line rental and basic tv package.

 

[George Dawes]

Not a great advert for the product

 

[Lexdexia]

I wonder if future updates to tvOS will make the user interface more laggy.

 

[gsmornot]

I think this is a great advert personally. I was unsure for a while not owning one before but the more I see the more I think I might move this up my list of things to buy. Add on is fine with me since I have no plans to stop my Directv service any time soon. I use an XBox for Netflix at the moment but would like an Apple TV I think for the improved experience.

 

[mrob44]

I really like Eddie Cue here more than on the Keynotes. He seems much more realistic in this situation.

 

[NMBob]

Just create the market place and they will follow. What a bunch of control freaks...and they're not even good at it.

 

[plexdk]

I dont know the ruko or fire tv, and so on.. but are the apps' quality as good as in the apple eco system?

 

[Popeye206]

I just read an article that Nintendo has a press event tomorrow (Friday) and has a major announcement. Given the timing, my guess is they are going to announce full support for the new AppleTV.

The timing for an announcement like this would be perfect and a huge win for Nintendo and Apple. Crossing my fingers this is true... I would love the Nintendo titles on the AppleTV.

 

[keysofanxiety]

Eddy Cue oozes self-delusion, self-satisfaction and smugness. He really comes across as such a snake-oil salesman, I always cringe when he speaks at keynotes.

 

[mdelvecchio]

Can someone explain to me why in the world anyone would buy an overpriced Apple TV? I used to think Roku was king, but when the $40 Amazon TV Fire Stick came out, that all changed. (And it goes on sale quite often for much less).

er, how do i access my existing iTunes purchase history on either of those devices? I'm happily part of the apple ecosystem, so if it doesnt do iTunes content its DOA for me.

Not at all. It works with all the major providers, (Netflix, Amazon, Hulu, Crackle, ESPN... just to name a few.) Also, if there is an Android app for your provider then it will work with the Amazon Stick.

iTunes is a major provider, and it doesnt support iTunes content.

 

[Getafe]

I am getting very excited for the release!!

Eddy Cue seems to me like he is being a little more honest about the product, which I do like. I really see the Apple TV becoming a lot more enjoyable and feature packed in the nearish future, which is always something else to look forward to. So I am going to enjoy the Apple TV as it is at the moment, knowing that in the future it will only just keep improving at hopefully at a nice pace.

 

[mdelvecchio]

Just create the market place and they will follow. What a bunch of control freaks...and they're not even good at it.

oh yeah, not good at it at all -- just the wealthiest, most successful, most beloved tech company in human history. okaaaay....

 

[macintologist]

I'm never going to subscribe to cable TV, so I'm going to watch as much content as I can using aTV apps and Airplay.

 

[Jsameds]

If Apple can offer an unlimited sub to the iTunes Movie/TV store for ~£25/month, I'll kick my Netflix sub in a heartbeat.

 

[Godzilla71]

I just read an article that Nintendo has a press event tomorrow (Friday) and has a major announcement. Given the timing, my guess is they are going to announce full support for the new AppleTV.

The timing for an announcement like this would be perfect and a huge win for Nintendo and Apple. Crossing my fingers this is true... I would love the Nintendo titles on the AppleTV.

They announced their First mobile game. Be prepared to be disappointed. Unless you are talking about a different announcement.

 

[3rdiguy]

This was basically damage control. The new Apple TV isn't really ready for prime time it seems. No Apple Music support for Siri until next year, same antiquated method of signing in to tv everywhere providers. I may get it if I see software improvements but for now, my 3rd gen will do just fine

 

[LewisChapman]

Apple needs to get it's own video streaming service rolling. Then I can have my music and video services straight from Apple for one fee.

 

[Lesser Evets]

Apple, please don't start creating your own TV shows. Please.

If they are smart, they will pressure/produce TV in conjunction with full studios/production companies. By "produce", I mean they sit in on major scripting/idea sessions and final edits to steer basic content.

I doubt that would be premium, since Apple's lead is too biased against the general audiences. If they were concerned with finding audiences instead of spreading social programming, they could cash in beyond-huge amounts of money in this anemic entertainment era.