This week is Apple week … Allegedly the iPad 3 is the star. But the Apple TV is in a supporting role.
It seems TV subscription services are all the craze these days, with several companies looking to follow in Netflix’s footsteps. Now, it looks like Apple is pushing ahead with plans to start its own service by the end of 2012.
According to the New York Post, Apple is looking to offer television channels as apps across its various devices, such as the iPhone, iPad and iPod touch. Among these devices will also be the Apple TV set-top box and possibly an Apple TV set.
Apple is reportedly in talks with content providers already. However, in typical Apple fashion, it wants to control price and content, but a media executive was quoted saying that the company “wants everything for nothing.”
That’s not the only issue Apple is having. The tech giant apparently tried to persuade cable companies to use its hardware for their set-top boxes, where Apple can create the interface and collaborate with cable companies to manage bandwidth through TV and broadband. However, the cable companies weren’t having it.
Despite these troubles, Apple is moving forward with its TV subscription service and continues talking with content providers. There are no specific details available at this time, and many questions are up in the air, such as whether Apple will bundle multiple app channels together to create its own cable TV package or just offer them individually to customers.
Instead, cable executives pretty much shut the door, preferring to keep Apple at a safe distance from the lucrative $150 billion pay-TV business.
At the same time, the cable guys are jumping into the streaming video business. Cable giant Comcast just launched its own streaming content service, Streampix, while Time Warner Cable isn’t far behind.
Of course, Apple isn’t alone in hoping to break the hold of traditional pay-TV distributors. Both Sony Corp. and EchoStar’s Dish have been pursuing deals for Web-based TV packages.
Apple hasn’t given up, however, and is said to be pursuing deals with telecom companies such as Verizon and AT&T. It hopes to get traction with a single player in hopes of pulling the rest of them along.
While Apple is also rumored to be working on its own actual TV set, sources believe its first priority is to bring a TV service to the market.
Apple is expected to unveil an updated Apple TV device on March 7, after sending out an invitation that reads, “We have something you really have to see. And touch.”
Apple wants to introduce its new service by Christmas 2012.