News Photo of Apple's head of internet software and services Eddy Cue

Published on October 22nd, 2016 | by Brad Gibson


Apple Senior VP Eddy Cue: TV “needs to be reinvented”

Apple’s head of internet software and services Eddy Cue expressed a vision that television is living in the ‘VCR age’ and needs a strong reboot during an interview at Vanity Fair’s conference in San Francisco on Thursday.

“I do think television needs to be reinvented. Today, you live with a glorified VCR,” Cue said. “The problem is the interface.”

“It’s really hard to use [a cable box or satellite TV]. Setting something to record, if you didn’t watch something last night, if you didn’t set it to record, it’s hard to find, it may not be available. There may be some rights issues,” Cue said.

“It’s great to be able to tell your device, ‘I wanna watch the Duke basketball game, I don’t care what channel it’s on.’ I just want to watch the Duke basketball game. Today you got to bring in the TV, go through the guide, find which sports programs or whatever — it’s just hard to do.”

Cue has tried for many years to negotiate with content owners to build an Apple-made live TV package that would be delivered over the internet to Apple devices, similar to Sling TV. Those talks fell through and now Apple’s plan is to create a digital TV guide that organizes shows and content hidden inside various apps.

Cue’s comments have suggested Apple is no longer interested in producing a physical television product. His comments seemed to be directly addressing a future in which Apple could organize content from the likes of HBO, Netflix, and ESPN. “The real opportunity for us is to make it easier to get access to all this content,” he said.

Apple is also rumored to be interested in making its own high-quality TV shows. Cue did not directly say that was in the company’s plans, but he didn’t deny it either, and said Apple would have made the popular HBO show “Game of Thrones” if it had the opportunity.

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About the Author

Brad is co-founder and editor-in-chief of He has been a technology reporter since the late 1980s having previously worked for MacUser, MacFormat, and iCreate magazines, as well as,,,, and He hosted and produced the MacFormat This Week podcast for three years. He was also a reporter, editor, and producer for the AOL, the BBC, Associated Press, and United Press International.

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