On Thursday, Apple’s SVP of Internet Software and Services Eddy Cue sat down for a discussion at Vanity Fair’s New Establishment Summit in San Francisco. During the talk, he spoke about the current state of TV and where Apple sees it going.
Like he has done many times before, Cue attacked modern TV interfaces, describing most of them as a “glorified VCR” and “pretty brain-dead.” He positioned the Apple TV as a better solution, the fourth generation of which has Siri and an App Store.
Cue was on stage with HBO CEO Richard Plepler and used HBO Now as an example of a better way of interacting with TV. HBO has over 1 million subscribers on Apple devices. During the talk, Cue suggested that the two companies are only at the beginning of their relationship.
Cue suggested that TV will continue to evolve each and every year, as old restrictions are relaxed and content providers become more comfortable with advanced technology. Some networks have been reluctant to completely embrace streaming, which turned into the prospect of “skinny” or a-la-carte channel bundles.
Apple’s position in both music and video streaming will still be competitive in spite of rivals like Netflix. Apple’s focus is now on the Apple TV set-top box and on serving as an intermediary between people and content.