Apple’s Senior Vice President Eddy Cue is said to have taken the wrong approach. In one meeting, he reportedly told TV executives that “time is on my side.”
The company also refused to show off the Apple TV interface, or “sketch it on the back of a napkin,” as one media executive requested.
Those ‘skinny bundles’ we heard so much about were what Apple was planning to build its TV experience around, too. In 2015, a bundle consisting of Fox, ESPN and Disney content was conceptualized (and priced at $30), but no agreements were ever signed.
Instead, Apple is focusing on original content like Planet of the Apps and Carpool Karaoke. At least we have Sling TV for bundled TV, and many networks offer standalone apps that offer subscription services and live TV.