Apple Inc. (NASDAQ:AAPL) is not giving up on its TV ambitions. Today, Recode reports that the company is looking to sell customers a “premium” bundle of channels for Apple TV that would include HBO, Showtime, and Starz.
Traditional pay TV companies often offer a bundle of channels together to customers if they are already subscribed to their usual TV service. But Apple wants to take the mandatory TV subscription out of the equation, and simply offer a three-channel bundle that would come at its own price and be positioned as a separate product from its other pay TV channels. It is also reported that this premium bundle would be offered as an exclusive via iOS and Apple TV, just as
Currently, Apple sells HBO, Showtime, and Starz at $15, $11, and $9 respectively, but there’s no word on how the premium bundle with these three channels will be priced. On the contrary, apart from the Recode report, there is no confirmation from any of the parties, including Apple or HBO owner Time Warner, Showtime owner CBS, or even Starz owner Lionsgate regarding the news. It is presumed that the bundle will feature some sort of a discount, but without official word, readers are advised to take every sentence with a pinch of salt.
Eddy Cue, head of Media at Apple, has already publicly stated that Apple are no longer interested in simply selling traditional pay TV channels and services, as he feels the networks aren’t willing to make the concessions he feels they should make. But, it doesn’t look like that has stopped Apple from going another route to make this work.
Apple and the rest of the parties are either declined to comment or haven’t responded to requests at all, but there is word that Apple has already approached the networks with this proposal. Whether they are on-board with this idea, we’ll just have to wait and see.