Eddy Cue Discusses Apple’s TV Business
In an interview with the Hollywood Reporter, Eddy Cue, Apple’s Senior Vice President of Internet Software and Services, opened up about Apple’s interest in the TV business. Cue said that the Apple TV is “a lot better than a cable box,” but when asked if Apple is planning a streaming service, he responded, “Whether we’re providing it or somebody else is, it really doesn’t matter to us.” However, Cue did say that he’s not a fan of so-called “skinny bundles” — smaller, low-cost programming packages — offered by services like SlingTV because he feels that viewers are more frustrated by a lack of features than the price. In particular, he criticized the idea of having to dig through channel guides and program recordings manually. Overall, it sounds like Apple has a vision for the future of TV but doesn’t know exactly how to get there yet.
Mr. Cue might be an idiot. I am exactly interested in "skinny bundles" and feel no need for additional features. Hence, I subscribe to Sling TV. I don't have a problem going through guides to get what I want. I hope that his "vision" does not derail Apple TV to the extent that he has already derailed iTunes and associated music offerings.
Sometimes I think Cue doesn't have much of a clue how the rest of us listen and use music, film and TV. I am interested in skinny bundles or no bundles. I don't need anyone such as Cue suggesting to what I should be seeing or listening. It has taken Apple so long to get Apple TV hardware up to something reasonable, but that appears to express when compared to the glacial progress with any TV broadcast or streamed.
Cue also seems to be ignorant of the rest of the world with his thinking about the design and delivery of Apple music and TV services. One good thing from his book fiasco is that he might have learnt that there is more to America than just Cupertino - maybe something will improve his knowledge of beyond America.