Apple’s attempt at a TV revolution has been delayed again. Reports this week were all about Apple hitting “pause” on its streaming TV effort, with CBS CEO Les Moonves kicking things off by saying that Apple has “pressed the hold button,” followed by confirmation from Bloomberg.

I’ll just go ahead and say it: I’m bummed. Yes, TV is a luxury, and it feels like it’s not quite among Apple’s core interests, but I was looking forward to some further disruption of the market from Cupertino. So what’s the deal here?

Straight up

Everybody wants in to the streaming TV market. Technology companies, like Hulu, Amazon, and Apple; media companies like CBS and Fox; and cable companies like Comcast and Dish. (Though increasingly those latter two groups are the same, with Comcast and NBC both part of the same conglomerate, for example.)

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