Eddy Cue Dampens Expectations for Original Apple TV Programming

Eddy Cue, Apple Senior Vice President of Internet Software and Services, dampened expectations for original TV programming from his company. Speaking at the Vanity Fair New Establishment Summit in San Francisco, Mr. Cue said that Apple was focused on making it easy to access content from everyone.

Apple has produced original content, mostly for its Apple Music streaming service, and is known to be developing other shows, too. But according to CNet, Mr. Cue insisted Apple isn’t trying to go toe-to-toe with companies like Netflix with original programming.

“You’re not seeing a huge number of them,” he said about Apple original shows. “The real opportunity for us is to make it easier to get access to all this content.”

Apple TV

Apple has been trying to launch some kind of streaming video service for years, with leaks coming from a variety of industry sources. Many (including me) have speculated that Apple might turn to developing its own shows as way of establishing itself in the market, but Mr. Cue’s comments suggest there are limits to what Apple is willing to do on that front.

Mr. Cue was on stage with HBO chairman and CEO Richard Plepler.