Apple’s Eddy Cue stuffed up Apple’s TV negotiations by trying to be Steve Jobs and telling big content what to do.
Apple’s senior VP of internet software and services, supposedly angered TV industry execs more than any other Apple employee during the negotiations with companies such as Disney and Time Warner.
The Wall Street Journal has found more evidence from multiple cable-industry executives about Cue’s antics. Apple wanted to expand into TV, confirming many rumours over the past five years that have claimed the company explored everything from making its own TV, to trying get TV-channel owners to sign-on for a video streaming service that would have cost $30.
The Journal said that during a meeting between Cue, former Time Warner CEO Glenn Britt, new CEO Jeff Bewkes and other executives Cue arrived 10 minutes late and was wearing jeans, tennis shoes with no socks, and a Hawaiian shirt.
“Apple wanted full on-demand seasons of hit shows and rights to a vast, cloud-based digital video recorder that would automatically store top programs and allow ad-skipping in newly aired shows.”
Execs supposedly “kept looking at the Apple guys like: ‘Do you have any idea how this industry works?’”
Talks with Disney and CBS didn’t go any better, even though Disney CEO Bob Iger sits on Apple’s board and CBS CEO Les Moonves said he would probably sign a deal. Cue however stuffed it up by making demands that would have completely changed the way TV channels fuel profit growth.
Apple demanded that Disney freeze the monthly rate per viewer it would pay to license its channels which usually get rate increases annually. It appears that the easy negotiation ended with the Fark Cue from the studios.
So where did Cue’s belief he could mimic the dumb arrogance of his late boss lead? Apple had to give up on the idea of launching a TV streaming service. Instead it added apps to the Apple TV last year, giving studios the ability to create their own channels on Apple TV with their own subscription rates.
It is also coming up with the worst content on TV including its new Planet of the Apps reality TV show and god awful “CarPool Karaoke”.