A new report from Quartz today alleges to shed some light on Apple’s behind-the-scenes content negotiations for a much rumored revamp of the Apple TV. While it rehashes much of what we already know, it does make mention of a pay TV service that could see Apple “essentially becoming a cable company itself,” as well as the release of a “full-fledged television set.”
Quartz, via 9to5Mac:
One alternative being considered is that Apple could essentially become a cable company itself. Under that scenario, sources say, Apple would launch what is formally known as a virtual multichannel video programming distributor. Apple is still interested in striking deals with cable companies that would allow people to plug their cable lines into the back of the TV set, bypassing a cable box, sources say. But at least two years of negotiations haven’t progressed very far.
The article says Apple has decided it doesn’t need all, or even most, content providers on board at the beginning, it just needs enough good programming to distinguish the new product.
While the report doesn’t offer any details that haven’t been hashed over before, it does come at a time when Apple seems to be closer to putting together the pieces for the launch of such a product.
Former Hulu SVP Pete Distad has now officially begun his new position at Apple as Product Marketing VP, and it is believed “job one” for him is to lead Apple executives through negotiations with the content and cable companies.
A recent report indicated that Apple was willing to pay media companies for any ads that users may skip on their service, and Apple also confirmed earlier this month that they had acquired Matcha, the video programming recommendation service. Some observers believe the purchase of Matcha was to use it to power a recommendations function on a new Apple TV.