As the story goes, Apple is supposedly working on a streaming television service – perhaps something akin to DISH’s Sling TV or more likely Sony’s Playstation Vue, given rumors of local affiliates. Yet, the rumored service is now rumored to be delayed,
Without enough content deals in place, Apple has scrapped plans to announce the service at a Sept. 9 event in San Francisco, which would have coincided with the beginning of the new network TV season, the people said. The main stumbling block is the price of content. Just as Apple once convinced music labels to sell songs for a lowly 99 cents, it wants to offer a package of popular channels for $40 a month, the people said.
The primary sticking point (rumored) appears to be securing favorable terms in regards into retransmission of the local affiliates like CBS and NBC. While it wouldn’t work for all households, given location or construction, the idea of an Apple TV with ATSC tuner and antenna to pull down those locals and commingle the content alongside a Sling-esque library could be an effective solution for many. Which, of course, wouldn’t have the elegance and simplicity of an online-only service. If anyone can pull this off, it’s Apple (or incumbent Comcast, but probably not Verizon).
In any event, Sling TV deserves a lot of credit. Yeah, there have been some bumps along the way, but they’re real trailblazers here for live television with a substantial lead and a solid initial offering – great selection, great price. If they cleaned up that crazy interface, they’d conceivably expand beyond their millennial target market and into seniors, a generation that still loves traditional (appointment) TV but frequently operates under a fixed income.
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We're on the cusp of a major shift in television content delivery and the network executives are terrified of signing deals that will probably end up dictating the general population's expectation of streaming media. If the executives agree to the television equivalent of the "99 cent song" deal that the record labels regret, they're worried it will ruin them.
Apple knows the key to this service succeeding is simplicity. Simple rules and a flat rate that everyone agrees to. The network executives probably don't want to be generalised like that.
I can only imagine being on the homekit team since the new Apple TV has to be in that teams plans as well.
I wounder what Apple execs would require as a business case before deciding to launch a streaming service. For example, what percentage of the market would they want to have?