Apple’s New Vision for Apple TV ‘Less Ambitious’ Than Before

Apple’s plans for its revamped Apple TV have been scaled back compared to what the company had previously planed, reports The Wall Street Journal. According to the publication, the company was originally approaching media companies directly to obtain content rights for an ambitious a-la-carte-Internet-enabled TV box.

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.

Apple has been trying to negotiate with companies like CBS and Disney to offer their content directly to Apple’s customers over the Internet, cutting out cable and satellite providers like Comcast, Time Warner and DirecTV. However, the media companies have constantly pulled out of negotiations, fearing that any potential deal with Apple could damage their revenue streams.

The company’s ambitious plans went further, as Apple hoped to erase the distinction between live and on-demand TV, allowing users to watch any show at any time via iCloud as well as being able to skip commercials. In addition, Apple explored the possibility of paying media companies more for ad-free TV.

Instead, Apple is asking content providers for the last five episodes of any given show rather than an entire season. The structure is similarly used by Hulu and is considered a standard amongst TV show streaming services.

Earlier today it was reported Apple was in negotiations with Time Warner Cable, who is now reported to have been purchased by Comcast. Apple is expected to unveil the new Apple TV in April in preparation for a holiday launch.