Apple failed to launch streaming TV service due to its negotiating tactics

Apple failed to launch streaming TV service due to its negotiating tactics

According to a Wall Street Journal (WSJ) report, tech giant Apple’s efforts to challenge traditional TV services by launching a long-rumored streaming TV service did not materialize because the company put stringent conditions on cable operators.

The report, based on the information shared by TV industry executives, has revealed that Apple’s brazen negotiating tactics proved to be a stumbling block in the company’s attempts to strike deals required for the launch of its streaming TV service.

In an indication that Apple’s streaming TV-related negotiations with bigwig content providers – like Disney, 21st Century Fox and CBS – were too aggressive, TV industry executives told WSJ that, in one instance, Apple’s SVP of Internet software and services Eddy Cue tried to negotiate with the industry with the haughty response, “We’re Apple.”

The fact that Apple was facing difficulties in striking deals with content providers for its streaming TV service was first brought to light by sports network ESPN’s President John Skipper in January 2016.

Skipper said that Apple has seemingly become “frustrated” in its negotiation deals with television providers because it was unable to strike deals which would be agreeable to content providers as well as its own interests.


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