In order for Apple Inc. to carry out Steve Jobs’ TV vision to have Smart TVs available for TV Lift Cabinets, they need to secure TV content. However, they aren’t getting the streaming video content they need. The reason is they are not playing nice with TV content providers.
Apparently, Apple wants to call all the shots and dictate the price they pay for premium content. TV content providers are not feeling as generous. One executive complained that Apple wants “everything for nothing”. Already TV content providers have blocked others from streaming video content. TV networks blocked Google TV from streaming video on their website and Netflix lost Starz content this month.
TV content providers hold the higher hand. If Apple wishes to bring the Smart TV to every living room, they are going to have to be a little lenient on their wish list and bring more cash to the negotiating table.