[opendtv] Apple's Move Into TV Relies on Cooperation With Industry Leaders

  • From: Monty Solomon <monty@xxxxxxxxxx>
  • To: undisclosed-recipient:;
  • Date: Thu, 18 Jul 2013 10:55:19 -0400

Pushing the Right Buttons
Apple's Move Into TV Relies on Cooperation With Industry Leaders

July 17, 2013

When Apple wanted to revolutionize cellphones, it held hands with 
AT&T. The partners fought endlessly, but the public loved the 
finished product: the iPhone.

Now, as Apple tries to reimagine television, it is taking the 
partnership route again, collaborating with distributors like Time 
Warner Cable and programmers like the Walt Disney Company on apps 
that might eliminate the unpleasant parts of TV watching, like 
bothersome set-top boxes or clunky remote controls.

Apple's broader strategy - what its chief executive, Timothy D. Cook, 
recently called its "grand vision" for television - remains shrouded 
in secrecy, as everything Apple-related tends to be. Some analysts 
continue to predict, as they have for years, that the company will 
someday come out with a full-blown television set.

Whether or not an iTV ever materializes, the company's more modest 
steps, like improving the $100 Apple TV box that 13 million 
households now have and adding access to cable channels through the 
box, suggest that its strategy stands in stark contrast to Google's, 
which is contemplating an Internet cable service that would compete 
directly with distributors like Comcast and Time Warner Cable.

Reports emerged earlier this week that Google has held talks with 
several channel owners about licensing channels for such a service, 
but no content deals are within reach.

Apple weighed something similar years ago, but its executives 
concluded that it should work with the industry's powerful 
incumbents, rather than against them.



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