Rumors surrounding this new and improved Apple TV have been circulating for months. There was a strong expectation that the company would revolutionize live television just similar to the way it did in smartphone services, as well as, music.
The new Apple TV 2015 model, however, will launch as scheduled. (NASDAQ:AMZN) Prime dominate the video service industry.
Reports surfaced in July claiming Apple will be introducing a new Apple TV model at a still unannounced September 9 media event along side updated iPhone models.
The report indicated that Apple’s negotiations with CBS Corporation (NYSE:CBS) and Twenty-First Century Fox (NASDAQ:FOX) regarding licensing programming is moving slowly.
Apple has delayed plans for a live streaming TV option until sometime in 2016. You know content providers really hold all the cards here, “a Bloomberg analyst said”.
In addition, Apple has encountered problems creating a content deliver network that will ensure a fast, glitch-free viewing experience throughout the US.
An Apple subscription service was expected to make its debut at a scheduled product launch in San Francisco around September 9. Apple customers still need to depend on a cable or satellite TV subscription or an antenna to watch live network television. The business model is still new at this point, and certain tweaks with deals are expected before it becomes solid. And so with many question marks still looming, Apple has astutely decided to be patient as opposed to rolling out its planned TV service prematurely. Other Marvel series exclusive to Netflix are also under way, including Jessica Jones, Luke Cage, Iron Fist and The Defenders. That would have meant coinciding with the commencement of the fresh network TV season.
It might be a good thing for Apple to stop and pause for a breather.
Also, as noted by Eddy Cue, Apple’s senior vice president for its Internet Software and Services department, there is also the matter of conforming to copyright laws. That’s right – another false dawn for the TV service, so it seems, and more delays at the very least.
