It seems that customers will not be getting a live streaming television service from Apple in a little while.
A new report indicated that Apple shelved its live TV plans after negotiations with content owners failed as the Cupertino-based tech titan was pushing for a "skinny" bundle of TV channels priced at less than $30 every month.
While Apple wished to offer a base package, which only comes packed with around a dozen channels, folks from media companies refused to give in, according to a report from Re/code. Some media companies did not want to be left out and argued that their networks are must-haves, which resulted in Apple walking away from the negotiating table.
As of the moment, the company is said to be focusing its attention on beefing up its newly unveiled tvOS App Store. The App Store is aimed at serving as a platform for media companies to sell straight to customers. The App Store, however, is only limited to the fourth-generation Apple TV set-top box.
Perhaps the company has seen other media companies implementing this approach. Time Warner Inc., for instance, is selling its HBO Now for $15 every month.
Leslie Moonves, president and CEO of CBS Corporatino, confirmed at the Business Insider Ignition conference on Tuesday, Dec. 8, that Apple had put its plans on its live streaming TV service on hold. Moonves is convinced that Apple is going to proffer a bundle of TV channels.
"This will happen," said Moonves. "It has four major networks and 10 cable networks, let's say, and the price point will be in the $30, $30 to $35, $40 maybe."
He added that consumers will not be shelling money out of their pockets on channels they do not want to watch.
In the meantime, FBR & Co. analyst Daniel Ives said that the firm believes Apple will sooner or later "go down the streaming-TV/cord-cutting path, given the changing dynamics in the consumer media landscape."
In May, Moonves also pointed out that CBS would possibly join Apple's live TV service. However, he also said that money would be a major part of its decision.
