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Apple's New Vision for Apple TV 'Less Ambitious' Than Before

Apple s New Vision for Apple TV Less Ambitious Than Before Mac Rumors


Apple's plans for its revamped Apple TV have been scaled back compared to what the company had previously intended,reports The Wall Street Journal. According to the publication, Apple was originally approaching media companies directly to obtain content rights for an ambitious a-la-carte-Internet-enabled TV set-top box, but has since gone in a different direction.

In the current discussions, which involve at least two big media companies, Apple envisages working with cable companies, rather than competing against them, the people said. For programming, it would rely on cable providers to acquire programming rights from media companies, rather than acquire them on its own, the people said. Apple might consider seeking some rights directly in the future, one of the people said.

Stashed in: Steve Jobs, Apple

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Sounds like Apple tried to do the same thing as with the original iTunes.

Without Steve Jobs charming the partners, it was less able to get a deal done.

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