The head of TMT thematic research at CM Research, Cyrus Mewawalla, explained to CNBC that Apple aims at running the entire pay TV market. Since most TV technology is old-fashioned and obsolete, the Californian technology giant strives to revolutionize the market with a fully integrated system. Their new technological box would be able to plug into all existing sets, and provide an interface that will let users also use their apps at the same time. Their final goal is to compete against all traditional cable, satellite and terrestrial TVs as well as against the newly born streaming giant, Netflix.
Netflix was able to demonstrate that, in a very short time span since it was released, a properly designed app was able to compete against the entire television world. Its new show “Chelsea” for example, is a clear hint of its intent to compete with traditional morning TV shows, and Apple knows well how not to fall behind. What the company analysts strive for is to produce a true technological marvel that blends the newer Internet trends with the previously consolidated television formulas and strategies.
The Internet is full of dozens of streaming services from any region in the globe, but even the most successful of them are often awkward and difficult to watch for the average user. Netflix brought a nice, clean and straightforward solution that made everybody happy, but Apple wants to go beyond that. It wants to create a brand new television operating system that will mix live and on-demand TV to provide precision targeting for all advertising. Many think Apple is probably trying to shoot all its bullets to expand its market since the recent iPhone sales decline.
