Tim Cook Says Apple Plans to Participate in the 'Breakdown of the Cable Bundle' With AirPlay 2, Original Content and More

Apple CEO Tim Cook today commented on the opportunities Apple sees in the video market, though he declined to provide details on the company's specific plans.

Cook said that Apple sees "huge changes" taking place in customer behavior, which the company expects to "accelerate as the year goes by." Specifically, Cook said that Apple is expecting an acceleration of the breakdown of the cable bundle. "I think it'll likely take place at a much faster pace this year," he said.

apple tv app hero
Apple plans to "participate in that" in a number of ways, including the Apple TV, which offers support for apps so customers can watch television content on a per-app basis, and AirPlay 2, which will soon support third-party television sets. Cook said Apple is "excited" about the expansion of ‌AirPlay‌ 2 compatibility to third-party television companies because it will make the experience with people using Apple products in the living room "even better."

Cook said that third-party video subscriptions available on the App Store provide another opportunity for Apple that could "accelerate in the future" as customers are likely to buy multiple services, and finally, Cook pointed towards Apple's own work on original content.

Finally, original content, where we will participate. We've signed a multi-year partnership with Oprah. Today I'm not really ready to extend that conversation beyond that point. We've hired some people we have a super amount of confidence in, and they're working really hard. We'll have more to say on that later.

Rumors have suggested Apple is working on a full streaming television service to distribute both its original content and content from third-party providers such as HBO and STARZ. At least some of the content Apple is creating could be available for free, and Apple is said to be planning to integrate the service and the new TV shows into its TV app.

Apple has more than two dozen original television shows in the works, many of which are in the casting stages, with filming likely set to begin soon. Apple has also purchased movies and inked deals with well-known industry talent including Jason Katims and Justin Lin.

Apple is aiming to have its streaming television service ready for a mid-April launch, and has been telling its launch partners to prepare for that date. An actual release could come right around that target date.

Related Roundups: Apple TV, tvOS 14
Buyer's Guide: Apple TV (Don't Buy)

Top Rated Comments

vicviper789 Avatar
24 months ago
Yes, break down cable by having about 7-8 different subscription services where each only has 1-2 shows you want to watch for the low price of $15-20 a month.
Score: 11 Votes (Like | Disagree)
Apple2GS Avatar
24 months ago
How to cut the cord:
Step One: Call the cable company and cancel cable.
Step Two: Call the cable company and order an internet wire.
Step Three. Subscribe to Hulu, Netflix, HBO, Apple, Amazon ...
Step Four: Wonder how so many people claim to save money.
Score: 9 Votes (Like | Disagree)
J.Dillinger Avatar
24 months ago
I'll never buy in so long as that craptastic apple tv remote exists. Offer an app through LG's webOS please.
Score: 7 Votes (Like | Disagree)
Williesleg Avatar
24 months ago
I can see it now.

The 'Timmy Favorite' package:

CNN + MSNBC + Oprah + Lifetime, all in 720p, $79/mo
Score: 6 Votes (Like | Disagree)
gbc204 Avatar
24 months ago
You know what I need? A service that bundles all the streaming services I want for one price. So I can get ABC, CBS, NBC, FOX, ESPN, HBO all in one package. Why hasn't anyone thought of that?
Score: 5 Votes (Like | Disagree)
lunarworks Avatar
24 months ago

It pains me that in order for me to win I have to let go of this notion that Oprah must lose.

I'm hearing that in the voice of your Dr. Phil avatar.
Score: 5 Votes (Like | Disagree)

Top Stories

0 Deals Hero

Black Friday 2020: Best Apple Deals to Plan For

Saturday November 21, 2020 10:00 am PST by
In the lead-up to Black Friday next week, we've been putting a spotlight on the best deals coming from various retailers like Best Buy and Walmart. In an effort to further prepare our readers for the best Black Friday deals, we're breaking down what we think should be on your radar for Black Friday in 2020. Note: MacRumors is an affiliate partner with some of these vendors. When you click a...
m1 mac mini vignette

Apple Lists M1-Based Mac Mini Logic Boards With 10 Gigabit Ethernet in Internal Parts Ordering System

Friday November 20, 2020 9:32 am PST by
While the new Mac mini with the M1 chip is only available with Gigabit Ethernet, Apple has listed multiple M1-based Mac mini logic boards with 10 Gigabit Ethernet in an internal parts list for Apple Authorized Service Providers. For every Mac mini logic board with Gigabit Ethernet in the parts list, obtained by MacRumors, there is a corresponding logic board with 10 Gigabit Ethernet:...
new m1 chip

Craig Federighi: Native Windows on M1 Macs is 'Really up to Microsoft'

Friday November 20, 2020 11:57 am PST by
Following the release of the M1 Macs Apple executives have been doing interviews with a range of publications, and today, Ars Technica published another interview with software engineering chief Craig Federighi, hardware technologies lead Johny Srouji, and marketing VP Greg Joswiak. Much of the interview focuses on topics that the three have already covered in prior discussions, but there is ...
14

Apple Releases iOS 14.2.1 With Fix for Text Message Bug and iPhone 12 Mini Lock Screen Issues

Thursday November 19, 2020 10:16 am PST by
Apple today released iOS 14.2.1, a bug fix update that comes two weeks after the launch of iOS 14.2 and is available for Apple's new iPhone 12 models. The iOS 14.2.1 update can be downloaded for free and it is available on all eligible devices over-the-air in the Settings app. To access the new software, go to Settings > General > Software Update. According to Apple's release notes, iOS...
Walmart November Deals Hero

Black Friday Spotlight: Walmart Will Have AirPods Pro Down to Lowest Price of $169, and More Apple Deals

Thursday November 19, 2020 8:05 am PST by
We've been tracking early Black Friday deals in our dedicated Black Friday Roundup, and in an effort to prepare our readers for the big shopping event we're highlighting sales store-by-store in the lead-up to November 27. Note: MacRumors is an affiliate partner with Walmart. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. Next ...
apple leather sleeve

Leather Sleeve for iPhone 12 Models Now Available From Apple

Friday November 20, 2020 12:16 pm PST by
Apple today began selling the Leather Sleeve for the new iPhone 12 models, with the accessory having first been announced alongside the updated iPhones in October. Priced at $129, the Leather Sleeve is not a case and is designed to be removed when the iPhone is in use. It features a cutout at the front that displays the time, and it comes with a matching leather strap. According to Apple, it ...
iOS14AntitrackFacebookSadfeature

Apple Confirms Commitment to App Tracking Transparency in Letter Condemning Facebook's Data Collection [Updated]

Thursday November 19, 2020 11:58 am PST by
Apple in iOS 14 is planning to introduce a new App Tracking Transparency feature that will let users know when companies want to track them across apps and website. Following outcry from developers like Facebook and ad networks unprepared for the change, Apple delayed the implementation of the anti-tracking functionality until early 2021. Eight civil society organizations recently sent a...
maxresdefault

CrossOver Allows x86 Windows Apps to Run on Apple M1 Macs

Wednesday November 18, 2020 6:07 pm PST by
Codeweavers posted a blog post and video tonight showing off CrossOver running on an Apple M1 MacBook Air. This video shows Team Fortress 2 running on a new M1 MacBook Air: CrossOver is software (based on Wine Project) that runs Microsoft Windows apps on the Mac by translating Windows APIs into their Mac equivalents. The Codeweavers team was able to run the current version of CrossOver on...
macbookpro13large

Apple Offers Instructions on What to Do if macOS Big Sur Causes Installation Errors on 2013 and 2014 MacBook Pro

Thursday November 19, 2020 6:12 pm PST by
Following the release of macOS Big Sur last week, a number of 2013 and 2014 MacBook Pro owners found that the update bricked their machines. Affected users saw their Macs get stuck displaying a black screen after attempting to install the new software. Apple has now addressed this issue in a new support document that provides instructions on what to do if macOS Big Sur can't be installed on...
128gb m1 macbook air education cropped

$799 M1 MacBook Air With 128GB Storage for Education Institutions Spotted Online

Friday November 20, 2020 5:15 am PST by
A new configuration of the M1 MacBook Air with 128GB of storage and a lower $799 price has today been spotted on Apple's U.S. Education Institution Hardware and Software Price List. The M1 MacBook Air is only available with 256GB, 512GB, 1TB, or 2TB of storage. There is currently no 128GB configuration on the Apple Store. However, Reddit user "u/dduci97" noticed that Apple has listed...