Apple’s approach to the sports viewing market is creating discussion, especially following comments from Eddy Cue, Apple Senior Vice President of Services. Speaking at Motorsport Network’s Autosport Business Exchange in NYC, Cue expressed dissatisfaction with the current state of the sports viewing experience, stating that it has “gone backwards.” He lamented the complexity faced by viewers today, who must juggle numerous subscriptions rather than enjoying a simple all-in-one package as they did in the past.
Amidst this critique, Apple is preparing to announce a significant $140 million annual media rights deal for Formula 1 in the U.S., a move that will further expand its sports portfolio, which already includes Major League Soccer and MLB’s “Friday Night Baseball.” Apple TV, priced at $12.99 per month, aims to provide access to a variety of sports, but Cue noted that viewers humorously need to sign up for “1,200 subscriptions” to access all the content they desire.
Cue emphasized the need for better bundling and collaboration between media partners, advocating for a more seamless integration of different viewing experiences. He mentioned that while there is room for improvement, a more cohesive broadcasting strategy could be beneficial for the leagues and viewing audiences alike.
Following the success of Apple’s film about Formula 1, which has become the highest-grossing sports film to date, Cue highlighted the potential for growth in the sport, which currently attracts an average of 1.4 million viewers on Disney-owned ESPN. He underscored that despite the sport’s relatively small viewing audience, its global nature presents vast opportunities.
Apple’s strategy diverges from typical approaches seen in the industry; the company is focused on acquiring complete sports rights instead of splitting them among various partners. While Apple has tested this strategy with Major League Baseball, it remains steadfast in its commitment to creating an integrated viewer experience, declining to fragment rights as seen with the NFL and NBA.
Cue expressed optimism about Apple’s long-term strategy, indicating the company’s patience as it waits for leagues to recognize the benefits of fewer, consolidated media partnerships. “We’re in it for the long run,” he asserted, suggesting that Apple plans to exert influence over the evolving landscape of sports broadcasting in the future.
Overall, Apple’s commitment to sports illustrates a willingness to challenge the status quo, fostering a vision of a more integrated and enjoyable viewing experience for audiences worldwide.