Apple’s Much Awaited Subscription TV Service Launch Not Expected on Sept. 9

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Apple’s long-rumoured subscription TV service launch is said to remain on hold, as the Cupertino company continues to negotiate the “economics” of the said service with potential content partners, as reported by Jessica Lessin of The Information (via AppleInsider).

“There’s still a big gap between the price media companies want for their TV channels and the roughly $40 a month Apple wants to charge consumers,” Lessin wrote. “Something has to give.”

Earlier this month, another report by Bloomberg had made a similar claim, highlighting that Apple wants to offer “a package of popular channels” for $40/month, though the company won’t be able to deliver the streaming service until 2016, since the price is said to be too low for content makers.

Lessin’s notes that in the absence of a subscription service, Apple will focus on integration with HomeKit accessories, allowing the Apple TV to be a hub for controlling connected devices in the home. She was also told that Apple plans to spotlight security, highlighting the fact that data will be stored on the Apple TV itself and not in the cloud.

Regardless, a new Apple TV unveiling is however strongly said to be a part of Apple’s Sept. 9 event.