Rumors are circulating once again that Apple is pushing forward with negotiations with television content providers to cobble together some form of streaming service offering.
According to a report from the New York Post, Eddie Cue, Apple’s senior vice president of Internet Software and Services, has been the lead negotiator in ongoing talks with numbers television content companies. Apparently the sticking point is that Apple wants to control every aspect of the service from wanting to make individual apps for each content provider that would run across multiple platforms, how they would be bundled, what they could charge and even potentially taking a share of the advertising revenue. As one “They want everything for nothing,” said an anonymous media executive. And according to yet another person familiar with the matter, Apple’s take on the whole deal is, “we decide the price, we decide what content.”
Additionally, Apple has also been talking with cable operators in the hopes of getting them to rid themselves of the traditional cable boxes in favor of ones built by Apple that would also include software the build. The cable executives have chose to not go this route as it seems they would like to keep Apple as far away as possible from the $150 billion pay-TV industry.
It would seem that by hook or by crook Apple wants a bigger piece of the television content industry beyond what it has from selling episodes in the iTunes Store. As anyone with even a passing familiarity with the way the entertainment industry works, however, studios are not used to being pushed around, and it doesn’t matter if you’re Apple with a $98 billion war chest of cash reserves and a market cap north of $500 billion, you aren’t going to get very far by cutting into Hollywood’s profits. While Apple tends to get its way in most things, they may have met their match when it comes to this fight.
[via New York Post]