In a CNBC interview, Steve Jobs biographer Walter Isaacson was asked what’s “gone wrong” with Apple’s plan to revolutionize TV, which Isaacson heard firsthand from Jobs before his death in 2011. While the hardware and software were reportedly not problems, getting all the cable providers on board with on-demand programming was the main issue, Isaacson said. “That’s very hard with the cable bundling system we have,” he said.
When Jobs spoke of cracking the code to TV, “He was talking about being able to get whatever you want, on demand, like you could with any song for 99 cents instantly in the original iTunes store,” Isaacson said. And creating an easy interface for viewers isn’t the problem. “That is something I think Apple can crack,” he said, suggesting that the goal was to eliminate multiple remote controls and multiple boxes in favor of a simpler control system anyone could understand.