Apple has massive ambitions in TV.
Sarah Tew/CNET
Apple’s positively engaged on one thing when it come to TV — however it’s nonetheless not prepared to inform us about it.
CEO Tim Cook on Tuesday hinted at Apple’s ambitions, however, in typical Cook vogue, did not reveal any specifics.
“We hired two highly respected television executives last year, and they have been here now for several months and have been working on a project that we’re not really ready to share … all the details about it yet,” Cook stated throughout an earnings name with analysts. “But I couldn’t be [more] excited about what’s going on there.”
He added that Apple has “great talent in the area that we’ve sourced from different places and feel really good about what we will eventually offer.”
In the previous 12 months, Apple has frequently introduced unique content material it is producing — together with a multiyear partnership deal with Oprah — however hasn’t but unveiled the place that content material will go. Some of its early exhibits, like “Planet of the Apps,” debuted on the Apple Music service. But Apple is broadly anticipated to launch one thing new for all that content material. It’s unclear whether or not that might be a streaming video service that might rival Netflix, Hulu, Amazon Prime and others, or some type of different mannequin, like a giant package deal of providers that additionally consists of Apple Music.
The firm a 12 months in the past hired Jamie Erlicht and Zack Van Amburg from Sony Pictures Television to supervise “all aspects of video programming.” The two have been answerable for exhibits reminiscent of “Breaking Bad,” “The Crown” and “Rescue Me.”
In the early days of Apple TV, the corporate positioned its streaming media field as a “hobby.” But it is a pastime no extra. Apple does not escape gross sales of Apple TV, however Cook famous income and unit gross sales elevated by “very, very strong double digits” within the third quarter that ended June 30. Later this 12 months, Charter Communications will start providing Apple’s 4K TV to its subscribers.
Apple, Netflix and others have benefited from wire chopping, shoppers ditching their conventional cable subscriptions in favor of smaller streaming bundles. On-demand TV providers like Netflix, Amazon Prime and Hulu provide hundreds of movies to stream on-demand, whereas providers like Sling TV, DirecTV Now and YouTube allow you to watch stay TV over the web. Increasingly, it is Apple TVs, Roku bins and Chromecasts getting used to view that content material.
On Tuesday, Cook stated he expects wire chopping to speed up “at a much faster rate” than usually believed.
“And so we’re really happy to be working on something, we’re just not ready to talk about it in depth today,” he added.
Also on Tuesday, Apple reported better-than-expected fiscal third-quarter results. It additionally projected its fourth-quarter income to develop greater than Wall Street anticipated, indicating a powerful iPhone launch, possible in September. It additionally stated its providers enterprise income posted a 31 p.c rise for the second quarter in a row.
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