Apple's Eddy Cue Sidesteps Question Regarding A La Carte Programming
Television enthusiasts who are still holding out hope that the Apple TV will one day host true-to-form cable content will have to continue waiting, it seems. When asked what the company was doing to provide Apple TV users with the sort of innovative experience they've long been waiting for, Eddy Cue, Senior Vice President of Apple, dodged the question entirely.
The question, which was put forth by Modojo sister site Shacknews' CEO Asif Khan, was asked as part of an open-floor Q&A during Recode's live interview with Cue, where Cue spoke at length on his (and the company's) new role as a content creator. Cue did state that Apple was "disrupting television in a huge way," but failed to address Apple TV's living room experience, preferring instead to promote iOS as a platform. Cue also agreed that "there's lots of things people would like to see" from Apple's box, but made no mention of the company's previously-touted plans regarding network programming.
Despite how cool the Apple TV is as a product, it's hard to see the device — or any set-top box, for that matter — as a true replacement for cable or satellite television. For a time, Apple had played around with the idea of offering users "skinny bundles," or what were essentially lightweight cable programming bundles, but Apple's negotations with major networks fell through. Apparently Cue's heavy-handed tactics, including the statement that "time is on [his] side," turned away potential partners. Though likely meant as a statement of confidence, those words certainly don't alleviate the concerns of current Apple TV owners.