COMING ATTRACTIONS: HOW APPLE CAN TAKE A BITE OUT OF THE TV BUSINESS

UNCERTAIN PICTURE OVER APPLE’S EMERGING ‘VISION’ FOR TV

Apple has dominated several product categories such as the smartphone, the smartwatch and the portable music player when it has been the founding member of the market or has joined at a preliminary stage. However, results have been more mixed when it has joined a more crowded marketplace, such as TV and streaming – so what are the Cupertino firm’s chances of success in this notoriously well-contested industry?

The Apple TV is a great case in point of the company’s mixed success in this arena thus far. Yes, it is a great device, but it doesn’t necessarily compare as well as it could against such rivals as Android TV, Google Chromecast, Roku and even Amazon – and it’s the lack of native content that is largely to blame.

Apple decided to rectify this in June 2017 when it hired Jamie Erlicht and Zack Van Amburg from Sony Pictures to head up its originalprogramming .