Apple would've really enhanced the NFL experience but were not allowed due to the contracts the NFL has with FOX & CBS that specifically says the ST or any streaming deal like it has to remain at current price points as well as other restrictions. Smart move by Apple to bow out instead of simply becoming a conduit to watch the FOX & CBS broadcast anyways without any room to do much with the package. Apple also wanted to take the feed international and shockingly the NFL nixed that. They must have some other plan for that in the future. Probably sell that as a whole separate stream to someone at another multi billion a year deal! NFL knows they have a cash cow and aren't exploiting that leverage every way they can