Despite stiff resistance from content providers, Apple is planning to launch TV streaming in a variety of ways for its subscribers.
The iTV release date is now out of focus as iPad 3 has taken precedence. Apple TV features that were once the talk of the town are now completely ignored because something else has come up on the radar.
A report from New York Post has detailed accounts of how Apple has been trying to get something out of content providers but that has not led anywhere. That seems due to the fact that Apple has not exactly been a good negotiator – instead, it has wanted to take all control of the content, prices and pretty much everything.
The way Apple has envisaged the content streaming is nothing new for Apple but is a totally unique experience for the user. Apple wants to bring the familiar Apps concept to the content streaming allowing subscribers to choose programs they want to see on their iPads or iPhones or other devices.
With this, Apple will offer programs like series and other content as apps which can be purchased or subscribed to. Curently, iTunes has this feature where you candownload TV shows. However, Apple wants to bring a continuous function to the process – instead of one-time purchases. The way the whole thing works would then be streamlined.
Users can select the programs they want to see, subscribe and it will be streamed to them.
The problem is cable operators are wary of this scheme. To begin with, Apple’s method of negotiations has not been good at all, the report says. To quote:
“Apple’s negotiating stance can be summed up as “we decide the price, we decide what content,” according to one source familiar with the talks…They want everything for nothing,” said another media executive, echoing similar tense negotiations Apple has had in the past with magazine publishers and music companies.”
Apple is known as a fierce juggernaut that sometimes goes to any extent to get what it wants. However, it is not often only in the interest of its own profits. It’s also in the interest of the public which will get benefited from such a method of contentdistribution.
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