Apple executive Eddy Cue sat down with CNN senior correspondent Brian Stelter this week to answer a wide range of questions about the new Apple TV, reiterating how Apple believes an app-based TV experience is the future.

Cue described the new Apple TV as an “add-on for most people,” rather than a true cable-cutting experience, since channels such as ABC, CNN and WatchESPN still require authenticating with a cable or satellite TV subscription.

That could change if Apple’s much-rumored streaming TV service launches in the future, but the company has reportedly faced difficulties and delays in ongoing negotiations with content providers. Cue did not discuss those rumors, but did speak vaguely about original programming.

Stelter: “There have been rumors that Apple is going to get into licensing, actually financing TV shows, basically what Netflix and Hulu do today. Can you clear it up for us? Is that true?”

Cue: “We love working with our partners. We’re great at technology, and they’re great at creating content, and we think that’s a great partnership to have.”

While still an “add-on,” Cue said that the new Apple TV is a “much better experience” for consuming content compared to traditional cable or satellite TV. Cue said TV has historically been a “closed” ecosystem, but the new Apple TV changes that by allowing content providers to create interactive app-based experiences.

Cue downplayed the need for “exclusive” content on Apple TV, and said that Apple’s goal is to “build technologies that let developers do things that they can’t do anywhere else.” He added that “we certainly don’t think there’s anybody that can do this on a TV today,” which “by sheer nature may be exclusive.”

Stelter said that authenticating with a cable or satellite TV subscription remains a problem with the current TV experience, and Cue said those are areas Apple where can “continue to innovate” and “make better” through future software updates, but he also stressed that services such as HBO GO, Hulu and Netflix already have a one-tap subscription process.

The new Apple TV is available online now and launches in stores on Friday, October 30.

Related Roundup: Apple TV
Tag: Eddy Cue
Buyer’s Guide: Apple TV (Buy Now)

Discuss this article in our forums