"If you're a sports fan today, it kind of sucks. First of all, for any given team or sport, you need to sign up to a bunch of different services - and I'm not saying they're all subscription services, they're different things, different ways to get your team's games - and there's very little innovation. If you look at how far we've come with technology and what's possible, a lot of the sports stuff is still the same that it was 20, 30 years ago."
"Sports is the ultimate unscripted entertainment, Think about the World Cup final, think about the playoffs. It's just amazing, and it's the reason why most people still watch live and/or linear TV."
Apple has moved beyond devices into live sports by building sports content on Apple TV+ and securing major rights agreements. A 10-year, $2.5 billion deal gives Apple global streaming rights to Major League Soccer matches. Executives view live sports as essential unscripted entertainment that still drives linear viewership. The current sports ecosystem is fragmented across many services with limited technological innovation, prompting Apple to pursue new partnerships and a forthcoming Formula 1 deal to offer broader distribution and modernized viewing experiences.
Read at SFGATE
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