Tim Cook Says Apple Plans to Participate in the 'Breakdown of the Cable Bundle' With AirPlay 2, Original Content and More

Discussion in 'MacRumors.com News Discussion' started by MacRumors, Jan 29, 2019.

  1. MacRumors macrumors bot


    Apr 12, 2001

    Apple CEO Tim Cook today commented on the opportunities Apple sees in the video market, though he declined to provide details on the company's specific plans.

    Cook said that Apple sees "huge changes" taking place in customer behavior, which the company expects to "accelerate as the year goes by." Specifically, Cook said that Apple is expecting an acceleration of the breakdown of the cable bundle. "I think it'll likely take place at a much faster pace this year," he said.


    Apple plans to "participate in that" in a number of ways, including the Apple TV, which offers support for apps so customers can watch television content on a per-app basis, and AirPlay 2, which will soon support third-party television sets. Cook said Apple is "excited" about the expansion of AirPlay 2 compatibility to third-party television companies because it will make the experience with people using Apple products in the living room "even better."

    Cook said that third-party video subscriptions available on the App Store provide another opportunity for Apple that could "accelerate in the future" as customers are likely to buy multiple services, and finally, Cook pointed towards Apple's own work on original content.
    Rumors have suggested Apple is working on a full streaming television service to distribute both its original content and content from third-party providers such as HBO and STARZ. At least some of the content Apple is creating could be available for free, and Apple is said to be planning to integrate the service and the new TV shows into its TV app.

    Apple has more than two dozen original television shows in the works, many of which are in the casting stages, with filming likely set to begin soon. Apple has also purchased movies and inked deals with well-known industry talent including Jason Katims and Justin Lin.

    Apple is aiming to have its streaming television service ready for a mid-April launch, and has been telling its launch partners to prepare for that date. An actual release could come right around that target date.

    Article Link: Tim Cook Says Apple Plans to Participate in the 'Breakdown of the Cable Bundle' With AirPlay 2, Original Content and More
  2. ryanwarsaw macrumors 68020


    Apr 7, 2007
    It pains me that in order for me to win I have to let go of this notion that Oprah must lose.
  3. gugy macrumors 68040


    Jan 31, 2005
    La Jolla, CA
    It all comes down to cost/benefit.
    I have been looking into cut the cord but DirecTV keeps slashing my satellite bill to keep me as customer. I pay $35 a month with 250+ channels, some regional sports and DVR. Hard to let it go.
  4. vicviper789 macrumors regular

    Jun 5, 2013
    Yes, break down cable by having about 7-8 different subscription services where each only has 1-2 shows you want to watch for the low price of $15-20 a month.
  5. richman555 macrumors 6502


    Jan 23, 2010
    Collegeville, PA
    Show us the future Apple! I am ready to discontinue my cable tv!
  6. lunarworks macrumors 68000

    Jun 17, 2003
    Toronto, Canada
    I'm hearing that in the voice of your Dr. Phil avatar.
  7. Tech198 macrumors G5

    Mar 21, 2011
    Australia, Perth
    i always thought "paying for only what you want" is better than a bundle where you get a load of channels included weather you watch them or not.

    The idea that you "might" be interested is a middle ground. I'm gonna have to think about THAT one.
  8. Rob_2811 macrumors 68000

    Mar 18, 2016
    United Kingdom
    Oprah, all PG content. I'll just say it this sounds absolutely terrible.
  9. ryanwarsaw macrumors 68020


    Apr 7, 2007
    haha thanks for the laugh. I can see how it would sound like that.
  10. CPTmom2wp macrumors 6502


    Sep 10, 2014
    I get DirecTV Now for the same price, $35/mo. However, unless you have rock solid internet service, it still can be a little glitchy with occasional buffering. Or...maybe it's my AT&T internet that's the problem :rolleyes: I cut the cable cord completely for 2 years and didn't miss it, really, but decided that $35/month for streaming news and sports on the bigger screen was worth it.
  11. J.Dillinger macrumors member

    Sep 3, 2010
    I'll never buy in so long as that craptastic apple tv remote exists. Offer an app through LG's webOS please.
  12. Packers1958 macrumors 65816

    Apr 16, 2017
    South Dakota
    If anyone thinks the cable industry will take this lying down is just kidding themselves. Get ready to see them jack up the prices for internet only services and more of them going to data caps for those that only have internet only service.
  13. apolloa macrumors G4

    Oct 21, 2008
    Time, because it rules EVERYTHING!
    Licensing is all I've got to say about this.... I'm a big fan of cord cutting, but license agreements get in the way of what content you can get.
  14. HJM.NL macrumors 68020


    Jul 25, 2016
    I will never subscribe to this service at all. Because I’m confident I’ll pay the jackpot and fall a sleep watching their noble shows.
    --- Post Merged, Jan 29, 2019 ---
    The cable companies will pull an so called Apple on Apple :D
  15. nawnp macrumors newbie

    Jun 7, 2017
    Little rock, Ar
    The Apple TV supports 3rd party remotes, you don't have to use the one it comes with (but I like it). They also seemed to announce that all smart TVs will support the Apple TV app or something similar recently, so you should have no worries.

    This TV service sounds rather intriguing, but depending on if its bundled with other services (are they doing the Amazon approach?) I assume they will out price themselves with the streaming only service being like $20 a month, but if they did a $50 a month thing with enough channels, it might be worth it.
  16. Prince1369 macrumors newbie

    Mar 27, 2011
    Lynwood CA
    It's hard to cut the cable where I live in Southern California, because we only have DSL internet service with AT&T, so we are given only 150GB per month and have to pay $50 for every additional 25GB of data used, giving me a monthly bill of $250 a month. So for now, I'm going to stick to DirectTV until AT&T get UVerse in my area, so I can ban AppleTV!.
  17. timber macrumors 6502

    Aug 30, 2006
    Perhaps in the USA prices are a lot different but nobody is cutting anything around here.
    Everything is designed so that it only makes sense to get 4 services, internet, TV, mobile and they also thrown a fixed telephone that nobody cares.
    Currently I'm paying 70 euros for FTTH, 200 channels I don't even know which they are, 1080p DVR and 2 5GB LTE SIM cards. And that is a pretty bad contract because it is old.
  18. WannaGoMac macrumors 68020


    Feb 11, 2007
    Why is apple going into this business of media creation? how is this their core competency in any way?

    I guess they're so rich now they dont have any fiscal control or focus.
  19. vertical smile macrumors 68040

    vertical smile

    Sep 23, 2014
    People have been saying this stuff for a long time now, and it hasn't really happened yet.

    I am not saying it won't happen, but it still has not.

    Actually data caps have been going the other direction in the US, there are less data caps across the US than there was just a few years ago.

    With more competition like 5G @ home service, I bet that ISP prices will be getting more competitive and data caps for home internet will be going away.
    --- Post Merged, Jan 29, 2019 ---
    I hope TC doesn't expect people to AirPlay Apple's new service to their TVs.
  20. awp69 macrumors member

    Jul 30, 2017
    While I have an Apple TV 4K, I really hope Apple puts iTunes or at least AirPlay 2 on Roku for my other TVs. Great that they are opening the gates with Samsung and Airplay on other manufacturers but they need a big player like Roku to add them if they want their streaming service to succeed.
  21. vertical smile macrumors 68040

    vertical smile

    Sep 23, 2014
    It is similar option in the US.

    The difference is that there are only a few major cable/ISPs that have oligopolies in the US, and with the large size of the country, it is very hard for anyone to build new infrastructure to compete with existing cable/ISPs. Cable/ISPs can charge what they want, and there is little their customers can do about it.

    That is why cord-cutting is so big here, since for the longest time, US users were at the mercy of cable companies. Now that there are options, people are taking advantage of them.

    With new 5G mobile tech that will be coming over the next few years, expect for the number of cord cutters to rise.
  22. gbc204 macrumors regular

    May 9, 2011
    You know what I need? A service that bundles all the streaming services I want for one price. So I can get ABC, CBS, NBC, FOX, ESPN, HBO all in one package. Why hasn't anyone thought of that?
  23. ipedro macrumors 601


    Nov 30, 2004
    Toronto, ON
    The case for a TV service is simple. Apple has to provide some competition to Netflix to keep it in line. As a de facto monopoly, Netflix has been able to push Apple around, ignoring AppleTV’s UI standards, saying No to being in the TV app, and now getting around paying the 30% commission from Netflix users on Apple devices.

    Video is already the biggest segment of uses on iPhones, iPads, Macs and of course AppleTV. Apple cannot have a giant dictating how they run their devices. Having a large majority of Apple users as Netflix consumers, it has the heft to do that. Apple has to provide some friendly competition to keep it in line.
  24. Rob_2811 macrumors 68000

    Mar 18, 2016
    United Kingdom

    Really, how dare they? This kind of thing is why monopolies cant be allowed to abuse their market power.
  25. Williesleg macrumors 6502

    Oct 28, 2014
    NY, NY
    I can see it now.

    The 'Timmy Favorite' package:

    CNN + MSNBC + Oprah + Lifetime, all in 720p, $79/mo

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