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 (Don't Buy)

Popular Stories

iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro to Reverse iPhone X Design Decision

Monday July 7, 2025 9:46 am PDT by
Since the iPhone X in 2017, all of Apple's highest-end iPhone models have featured either stainless steel or titanium frames, but it has now been rumored that this design decision will be coming to an end with the iPhone 17 Pro models later this year. In a post on Chinese social media platform Weibo today, the account Instant Digital said that the iPhone 17 Pro models will have an aluminum...
iOS 26 Feature

Everything New in iOS 26 Beta 3

Monday July 7, 2025 1:20 pm PDT by
Apple is continuing to refine and update iOS 26, and beta three features smaller changes than we saw in beta 2, plus further tweaks to the Liquid Glass design. Apple is gearing up for the next phase of beta testing, and the company has promised that a public beta is set to come out in July. Transparency In some apps like Apple Music, Podcasts, and the App Store, Apple has toned down the...
apple wallet drivers license feature iPhone 15 pro

Apple Says iPhone Driver's Licenses Will Expand to These 8 U.S. States

Tuesday July 8, 2025 11:26 am PDT by
In select U.S. states, residents can add their driver's license or state ID to the Wallet app on the iPhone and Apple Watch, providing a convenient and contactless way to display proof of identity or age at select airports and businesses, and in select apps. Unfortunately, this feature continues to roll out very slowly since it was announced in 2021, with only nine U.S. states, Puerto Rico,...
apple account card feature

Apple Account Card Expanding to More Countries

Tuesday July 8, 2025 7:34 pm PDT by
Apple is expanding the ability to add an Apple Account Card to the Wallet app to more countries, according to backend Apple Pay changes. With iOS 15.5, Apple updated the Wallet app to allow users to add an Apple Account Card, which displays the Apple credit balance associated with an Apple ID. If you receive an Apple gift card, for example, it is added to an Apple Account that is also...
iphone 16 pro models 1

Here's How the iPhone 17 Pro Max Will Compare to the iPhone 17 Pro

Saturday July 5, 2025 1:00 pm PDT by
Apple should unveil the iPhone 17 series in September, and there might be one bigger difference between the Pro and Pro Max models this year. As always, the Pro Max model will be larger than the Pro model:iPhone 17 Pro: 6.3-inch display iPhone 17 Pro Max: 6.9-inch displayGiven the Pro Max is physically larger than the Pro, it has more internal space, allowing for a larger battery and...
iPhone 17 Pro in Hand Feature Lowgo

Leaker Reveals Amount of RAM in iPhone 17 Through iPhone 17 Pro Max

Wednesday July 9, 2025 8:08 am PDT by
Three out of four iPhone 17 models will feature more RAM than the equivalent iPhone 16 models, according to a new leak that aligns with previous rumors. The all-new iPhone 17 Air, the iPhone 17 Pro, and the iPhone 17 Pro Max will each be equipped with 12GB of RAM, according to Fixed Focus Digital, an account with more than two million followers on Chinese social media platform Weibo. The...
iphone 16 pro ghost hand

5 Reasons to Skip This Year's iPhone 17 Pro

Thursday July 10, 2025 4:54 am PDT by
Apple will launch its new iPhone 17 series in two months, and the iPhone 17 Pro models are expected to get a new design for the rear casing and the camera area. But more significant changes to the lineup are not expected until next year, when the iPhone 18 models arrive. If you're thinking of trading in your iPhone for this year's latest, consider the following features rumored to be coming...
imac video apple feature

Apple Launching These 15+ Products Later This Year

Sunday July 6, 2025 8:05 am PDT by
The calendar has turned to July, meaning that 2025 is now more than half over. And while the summer months are often quiet for Apple, the company still has more than a dozen products coming later this year, according to rumors. Below, we have outlined at least 15 new Apple products that are expected to launch later this year, along with key rumored features for each. iPhone 17 Series iPho...

Top Rated Comments

keysofanxiety Avatar
127 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
127 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
127 months ago
I wonder if future updates to tvOS will make the user interface more laggy.
Score: 14 Votes (Like | Disagree)
mdelvecchio Avatar
127 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
127 months ago
Apple, please don't start creating your own TV shows. Please.
Score: 11 Votes (Like | Disagree)
George Dawes Avatar
127 months ago
Not a great advert for the product
Score: 10 Votes (Like | Disagree)