According to Bloomberg, Apple will not going to go through with their live TV/video subscription as planned. At best, the whole concept is on hold. It remains to be seen if Apple should just forget about their whole approach in trying to secure deals with content providers like CBS. After all, Bloomberg's source for their post is CBS. So, what should Apple do? Take the gloves off and pour billions into the only demand and or live market. Start signing deals and stripping others of content.
For instance, start with sports. Take the all the main sports in the US and put them all under the Apple Sports banner. Apple can dish out games to those who are willing to play "ball". For instance, Apple can allow Disney's ESPN to show some games because Apple and Disney likely have a better relationship and can come to amicable terms than say Apple and CBS can. Deny those who are playing hardball with their cotnents.
From there, Apple can build on their platform and get into developing and distributing its own content like Netflix is successfully doing. Again, Apple can do deals with Disney or others as well. Even with HBO or Netflix.
The tens (or is it hundreds now) of billions that Apple has overseas can be put to work in similar fashion. Secure Asian contents like anime or Korean dramas or football games all over the world. That money Apple earned overseas are not coming back to the US any time soon.
Apple's brand and appeal will allow Tim Cook to launch a global network in such a way no other company has been able to do. Apple can break down artificial barriers that content providers erected against admissions or to extract additional fees or protectionist reasons. Finally, Apple can bring true competition worldwide.
While it would be great to secure local live content, that should follow over time when providers see how successful Apple will be and will want to be a part of it.
There is a time when Apple needed partners. And Apple would rather have partners. But if you ask someone to a dance and no one wants to, well, you just have to go at it alone and find out how to have fun. For Apple, it's changing the rules and dirsupting the market. Maybe it was not the right time when the Apple TV was still just a hobby. Now, the Apple TV is a serious contender for living rooms across the world. Apple has to get get serious about that and stop treating TV and video streaming as a hobby.
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