Eddy Cue: Apple TV Remains 'Add-On' Device, Will Continue to Improve

Apple executive Eddy Cue sat down with CNN senior correspondent Brian Stelter this week to answer a wide range of questions about the new Apple TV, reiterating how Apple believes an app-based TV experience is the future.

Cue described the new Apple TV as an "add-on for most people," rather than a true cable-cutting experience, since channels such as ABC, CNN and WatchESPN still require authenticating with a cable or satellite TV subscription.


That could change if Apple's much-rumored streaming TV service launches in the future, but the company has reportedly faced difficulties and delays in ongoing negotiations with content providers. Cue did not discuss those rumors, but did speak vaguely about original programming.

Stelter: "There have been rumors that Apple is going to get into licensing, actually financing TV shows, basically what Netflix and Hulu do today. Can you clear it up for us? Is that true?"

Cue: "We love working with our partners. We’re great at technology, and they’re great at creating content, and we think that’s a great partnership to have."

While still an "add-on," Cue said that the new Apple TV is a "much better experience" for consuming content compared to traditional cable or satellite TV. Cue said TV has historically been a "closed" ecosystem, but the new Apple TV changes that by allowing content providers to create interactive app-based experiences.


Cue downplayed the need for "exclusive" content on Apple TV, and said that Apple's goal is to "build technologies that let developers do things that they can't do anywhere else." He added that "we certainly don't think there's anybody that can do this on a TV today," which "by sheer nature may be exclusive."

Stelter said that authenticating with a cable or satellite TV subscription remains a problem with the current TV experience, and Cue said those are areas where Apple can "continue to innovate" and "make better" through future software updates, but he also stressed that services such as HBO GO, Hulu and Netflix already have a one-tap subscription process.

The new Apple TV is available online now and launches in stores on Friday, October 30.

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Buy Now)

Top Rated Comments

keysofanxiety Avatar
97 months ago
Eddy Cue oozes self-delusion, self-satisfaction and smugness. He really comes across as such a snake-oil salesman, I always cringe when he speaks at keynotes.
Score: 20 Votes (Like | Disagree)
Godzilla71 Avatar
97 months ago
Translation: We are still having problems with content providers cooperating so It will remain an "Add-On" for the moment.
Score: 17 Votes (Like | Disagree)
Lexdexia Avatar
97 months ago
I wonder if future updates to tvOS will make the user interface more laggy.
Score: 14 Votes (Like | Disagree)
mdelvecchio Avatar
97 months ago
Can someone explain to me why in the world anyone would buy an overpriced Apple TV? I used to think Roku was king, but when the $40 Amazon TV Fire Stick came out, that all changed. (And it goes on sale quite often for much less).
er, how do i access my existing iTunes purchase history on either of those devices? I'm happily part of the apple ecosystem, so if it doesnt do iTunes content its DOA for me.

Not at all. It works with all the major providers, (Netflix, Amazon, Hulu, Crackle, ESPN... just to name a few.) Also, if there is an Android app for your provider then it will work with the Amazon Stick.
iTunes is a major provider, and it doesnt support iTunes content.
Score: 12 Votes (Like | Disagree)
Flow39 Avatar
97 months ago
Apple, please don't start creating your own TV shows. Please.
Score: 11 Votes (Like | Disagree)
George Dawes Avatar
97 months ago
Not a great advert for the product
Score: 10 Votes (Like | Disagree)

Popular Stories

iPhone 15 Pro Buttons CAD Leak

iPhone 15 Pro Leak Reveals Unified Volume Button and Mute Button

Monday March 20, 2023 8:33 am PDT by
As previously rumored, the next-generation iPhone 15 Pro and iPhone 15 Pro Max will feature a unified volume button and a mute button, according to leaked CAD images shared in a video on the Chinese version of TikTok and posted to Twitter by ShrimpApplePro. Instead of separate buttons for volume up and volume down, the iPhone 15 Pro models are expected to have a single elongated button for...
iOS 16

iOS 16.4 for iPhone Nearing Launch With These 5 New Features

Monday March 20, 2023 11:50 am PDT by
Apple says iOS 16.4 is coming in the spring, which began this week. In his Sunday newsletter, Bloomberg's Mark Gurman said the update should be released "in the next three weeks or so," meaning a public release is likely in late March or early April. iOS 16.4 remains in beta testing and introduces a handful of new features and changes for the iPhone. Below, we have recapped five new features ...
voice isolation

iOS 16.4 Adds Voice Isolation for Cellular Phone Calls

Tuesday March 21, 2023 11:01 am PDT by
The iOS 16.4 update that is set to be released to the public in the near future includes voice isolation for cellular calls, according to notes that Apple shared today. Apple says that Voice Isolation will prioritize your voice and block out the ambient noise around you, making for clearer phone calls where you can better hear the person you're chatting with and vice versa. Voice...
original iphone auction

Factory-Sealed Original iPhone Sells for $55,000 at Auction

Friday March 17, 2023 1:08 pm PDT by
A first-generation iPhone still sealed inside its box sold for $54,904 at auction, which is more than $54,000 over the original $599 price tag of the device when it was released in 2007. The original iPhone was put up for sale by RR Auction on behalf of a former Apple employee who purchased it back when it first came out. Back in February, an original, sealed iPhone sold for over $63,000,...
airpodsd 3 purple 4

iOS 16.4 Seemingly References New AirPods and AirPods Case

Tuesday March 21, 2023 11:43 am PDT by
The iOS 16.4 release candidate version that was provided to developers today appears to hint at a new set of AirPods that could be coming in the near future. According to @aaronp613, the beta features references to AirPods that have a model number of A3048 and an AirPods case with a model number of A2968. There have been no rumors that new AirPods are on the horizon, and it is early for...
iOS 16

Apple Seeds Release Candidate Versions of iOS 16.4 and iPadOS 16.4 to Developers [Update: Public RC Available]

Tuesday March 21, 2023 10:25 am PDT by
Apple today seeded the release candidate versions of upcoming iOS 16.4 and iPadOS 16.4 updates to developers for testing purposes, with the software coming a week after the launch of the fourth betas. The RCs mark the final version of the software that will be provided to the public in the near future. Registered developers are able to download the iOS 16.4 and iPadOS 16.4 updates...
google bard

Google Opens Up Access to Bard AI Chatbot

Tuesday March 21, 2023 4:23 pm PDT by
Google today began allowing users to sign up to use Bard, its AI-powered chatbot that rivals Microsoft's Bing chatbot. First announced back in February, Bard is an experimental conversational AI service for Google Search. Those interested in Bard can join Google's waitlist to get access, and some users have reported getting invitation emails just hours after signing up. There are a long list ...
smart monitor m8 samsung

Deals: Samsung's iMac-Like Smart Monitor M8 Drops to Lowest Price of Year So Far With $250 Discount

Monday March 20, 2023 8:27 am PDT by
Samsung today kicked off a special "Discover Samsung" event, which will be a week-long savings event focusing on Samsung monitors, smartphones, TVs, appliances, and more. While some deals will stick around the entire week (through March 26), others will refresh every day. Note: MacRumors is an affiliate partner with Samsung. When you click a link and make a purchase, we may receive a small...