Soon, traditional set-top boxes will stop seeing the light of day as Apple strives to deliver a much better experience for consumers when they stream content.
In an interview, Eddy Cue an Apple senior vice president on Internet Software and Services, said that the recently launched Apple TV will be able to support full cable package from a number of content providers. He also said that Apple's goal is "to remove any need for a traditional set top box at all."
"Apple is having conversations with everyone about doing their own streaming services," said CBS CEO Les Moonves.
According to rumors, Apple's streaming TV service will feature a lightweight package that includes around 25 channels. These channels are said to be anchored by popular TV networks including FOX, NBC, CBS and ABC. With monthly charges of around $40, the TV service of Apple is slated to launch in 2016, finally placing an end to the various delays in negotiations with content providers.
"We want to get to the point where customers are able to buy whatever they want, however they want," said Cue. "We're not fixed into 'There's only one way to buy it.' Just like we've done with the App Store, where there have been things that have been free; things that you subscribe to; things that you pay for; things that are in-app. All of those capabilities will be here and we want that market to be able to develop."
The new Apple TV features an App Store, tvOS, Siri and more. It comes in either 32 GB or 64 GB of onboard storage options.
Cue said that people can now subscribe to Hulu and Netflix directly through the Apple TV.
"So we're already doing that and we'll do more of it," the Apple senior VP said.
When asked about the possibility of having an exclusive programming feature on the Apple TV in order for it to be different from rivals such as Roku and Google Chromecast, Cue replied that Apple is not doing things that are exclusive.
"What we try to do is build technologies that let developers do things that they can't do anywhere else," added Cue.
Cue mentioned that the tvOS App Store is bringing new possibilities in interactive television. With the launch of the Apple TV and the support of backend technology, viewers of popular stations such as the CNN will be able to virtually interact specifically when a live interview is being aired. By simply using the "thumbs up" or "thumbs down" button found in the tvOS app, viewers can quickly share their opinion, which can make the viewing experience more intuitive and appealing.