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Apple is planning to sell a premium TV bundle

By Cookie Monster - on 4 Apr 2017, 1:00am

Apple is planning to sell a premium TV bundle

Despite the numerous setbacks in tackling the pay TV market, Apple hasn't given up and is now considering a new approach - selling a premium TV bundle to consumers. 

According to recode, Apple wants to sell a premium TV bundle consisting of HBO, Showtime and Starz as a standalone product through its iOS devices and Apple TV. This is unlike traditional pay TV operators which require consumers to sign up for a basic package of channels before subscribing to premium channels. 

Since Apple is already selling these channels individually, it reportedly has approached the three networks to discuss about the possibility of combining them into a single package. However, no bundle deal is in place at the moment.

Apple did not have much success in negotiating deals with content providers and TV networks in the past few years. In August 2015, Bloomberg reported that Apple's subscription TV service was delayed as talks with content providers and TV networks were moving very slowly and it lacked the necessary computer network capacity to deliver a good viewing experience for users. 

This led to rumors that Apple was looking to create its own original video programs. One original video program is said to include a 6-episode drama starring Dr.Dre. Bloomberg followed up with a report last December that Apple was in talks with Hollywood studios to get earlier access to new movies on iTunes.

Earlier this year, the Wall Street Journal claimed that Apple wanted to strengthen its Apple Music streaming service with original content in TV shows and movies. Since then, Apple has hired industry veterans Timonthy D. Twerdahl (former Amazon Fire TV chief) and Shiva Rajaraman (former YouTube and Spotify executive) as part of its Apple TV team. 

Source: recode

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