Apple has made a major shift in its TV strategy, scrapping its efforts to sell TV to consumers in favor of a new plan that involves helping viewers find out what’s on TV and helping them watch it.
“Apple has started talking to TV programmers and other video companies about creating a digital TV guide that would work on both Apple TV boxes and other Apple devices, like iPhones,” recode reports. “The idea is to let users see what kind of programming is available in video apps made by the likes of HBO, Netflix and ESPN, without having to open up each app individually, and to play shows and movies with a single click.”
The report adds: “Industry sources say Apple’s plans are an outgrowth of the TV service it wanted to launch last year. The difference is that in 2015, Apple wanted to sell TV programming directly to consumers and provide them with a new interface that would make it easy to find the stuff they paid for.
“Now Apple is just working on the interface. It is letting programmers, distributors and customers work out the money part among themselves.”
Apple reportedly declined to comment for the story.