A new report from Quartz suggests that Apple is continuing to pursue talks for a future television offering. The report suggests that Apple has shifted its focus to negotiating directly with individual content providers rather than traditional cable companies. New sources familiar with the matter have revealed that Apple is negotiating with production studios and networks such as Disney’s ESPN, Time Warner’s HBO, and Viacom about possible strategies. Additionally, Apple reportedly has concluded that it “doesn’t need all, even most, content providers on board before it can release a TV set that people would buy,” rather just “enough good programming to distinguish the new product.”
While it remains unclear what stage these talks are at, sources indicate that Apple’s strategy could involve forming its own pay television service with content delivered entirely over the Internet—a virtual multichannel video programming distributor (“MVPD”), akin to planned offerings from Google, Intel, and Sony. With agreements from content providers, Apple could also offer channel-specific apps without the need for an existing cable television subscription. Apple has already gradually rolled out new services to the current Apple TV set top box, with both ESPN and HBO GO being added in a software update in June. These apps, however, depend on existing cable television subscriptions to the ESPN and HBO channels, as well as streaming agreements with specific cable providers.