In the second part of the interview that CNN Money has shared today, Apple SVP Eddy Cue shared a couple of interesting pieces of information regarding the future of the tvOS platform.
Cue has said that Apple TV has finally graduated from the “hobby” stage, by selling more than 20 million units. Even though sales of the newest generation Apple TV are still unknown, Cue did hint at what we can expect in the future.
As CNN notes, the current state of cable TV is in somewhat disastrous and outdated state. As Eddy Cue responded, Apple TV offers a “much better experience for consuming content”, where the end goal seems to be for Apple TV to entirely replace the need for a cable company’s set-top box. Interestingly enough, Cue was also asked about the idea of buying a whole cable package through Apple TV, which he replied is possible if cable companies let it happen.
“If Comcast or any other provider wants to do that, they’ll be able to do that with the current Apple TV. We want to get to the point where customers are able to buy whatever they want, however they want. We’re not fixed into ‘There’s only one way to buy it.’ Just like we’ve done with the App Store, where there have been things that have been free; things that you subscribe to; things that you pay for; things that are in-app. All of those capabilities will be here and we want that market to be able to develop.”
When asked about Apple financing its own TV shows, Eddy Cue also give an interesting answer:
“We love working with our partners,” he said. “We’re great at technology and they’re great at creating content, and we think that’s a great partnership to have. I think there’s a tremendous amount of great content out there today, and we want to make it easier for customers to have access to it.”
In addition, Cue believes that Apple TV offers a way for developers to fundamentally change how TV is consumed, by building technologies that let developers do things that they can’t do anywhere else.