According to the website Quartz (relatively new, but formed by some former journalists from the Wall Street Journal), Apple stopped trying something with the cable companies and turned its attention to the content providers.
According to them, Apple is negotiating directly with stadiums / production networks to supply content to a (television?) Device. Among them would be ESPN (from Disney), HBO (from Time Warner) and Viacom, owner of MTV Networks, Nickelodeon and Comedy Central. So far nothing new, as these negotiations have been going on for quite some time. But the novelty was due to this:
Sources say Apple's strategy may include the creation of its own pay-TV service, which would essentially make it a cable company with content delivered entirely via the Internet. Intel, Sony and Google would also be trying similar tactics and could launch their own pay-TV services before Apple.
The difference is that Apple plans to launch a complete television set, seeking to control the entire experience of watching TV, according to sources.
that old story of creating an unbeatable ecosystem and we know that Apple understands this very well, controlling both the hardware and the software of its devices.
I repeat something that I commented recently: when the rumors involving an Apple TV started, I even believed in the possibility, but then I started to think the idea of growing (not in size, but in resources) and improving each time was much more plausible plus the current Apple TV.
However, the idea of an Apple TV becoming more and more real and plausible even by Apple “spokesman” Jim Dalrymple (of The Loop), has already indicated this:
Thats the last time I try to move the Apple TV by myself Ive said too much.
– Jim Dalrymple (@jdalrymple) August 16, 2013
"This is the last time I try to move Apple TV on my own. I've already said too much."
If Apple can produce 55-60 inch televisions on a large scale, if it can offer these products in several countries, even those that do not have official company stores (Apple Retail Stores), and if it can change consumer behavior (which today it acquires a new TV at a speed incompatible with current ones iProducts) are doubts that remain in the air.
But the idea of an Apple control in the form of a very interesting distribution:
The Apple TV set can change the paradigm of traditional television. Instead of organizing everything around channels, the organization would revolve around network applications, stadiums, and others with their own content. Other features, such as search, can help eliminate channel notion. Cable companies, in this scenario, may become just another application that consumers will choose or not pay for, rather than the core of the TV set.
Another Apple idea would be to end the distinction between live and on-demand programming (on-demand), allowing viewers to start watching football shows or matches, for example, minutes after the start of the exhibition.
Of course, many companies are feeling threatened by this Apple business model and are not willing to come to an agreement. But for Ma there is no need to close them all now, at first. A few key companies with quality content would be enough for everything to go live. With the natural success of the model, others would automatically (“obligatorily”) agree to enter the business.
Taking all of this into account, the question remains: what would happen to the current Apple TV if the company even launched a TV set?