Immediately after Apple publicly announced its acquisition of magazine subscription service Texture this morning, the companys senior vice president of internet software and services Eddy Cue took the stage at SXSW 2018 to discuss some of Apples upcoming content plans. Most notably, he addressed the companys upcoming video service and the increasing importance of augmented reality (AR) to Apple. On the video service, Cue noted that Apple — despite analyst conjecture — isnt interested in buying great partners such as Netflix or Disney, since Apple prefers to buy small companies with ideas that will become the next big thing. Similarly, the company isnt interested in offering its own YouTube-style short videos. The focus for Apple will be on telling great stories with its video programming, which is why the company is committing to longer-form videos. Cue evoked the name of Apples late founder, Steve Jobs, who learned through Pixar how to tweak a story until it was great enough to be a hit on release. According to 9to5Mac, Cue teased that Apple will have a technology angle that will be a surprise to its service. A huge fan of basketball who has frequently been seen at Golden State Warriors games , Cue also said that a new sports feature will be coming to the TV app this week for March Madness, and that Apple thinks that it can make the sports experience so much better than it currently is. , Cue discussed Apples AR initiatives, noting that we think AR is a very mainstream product and something youre going to use all the time, every day. Cue mentioned a new PGA Tour AR golf app for iOS that enables any large table surface to hold a virtual golf course that can be moved around using your iPhone or iPad as a lens. He also noted practical applications for shopping apps, such as seeing the interior of a car or trying on clothing using AR before a purchase. He also said that the companys approach to AR is to let you see the world around you, and that relying on your device rather than goggles makes it easy and fast to overlap information on the real world. When asked about Apples plans for AR beyond the iPhone, Cue suggested that his job security depended on not talking about future products — apparently the video service doesnt count — so he wouldnt answer questions about them.
Apple SVP of Internet Software and Services Eddie Cue appeared onstage at SXSW on Monday, and discussed a range of topics, including their just-announced acquisition of magazine app Texture. Cue also made some comments regarding Apples recent moves in original video content, where its been acquiring a number of TV series from high-profile creators. Cue said that Apples historical pattern has not been to buy up big companies, like Netflix and Disney, in response to a question about those media giants as potential acquisition targets, per Cheddars Alex Heath on Twitter. Instead, Cue noted that Apple does believe a shift is coming regarding how people get their media content, and noted that its being strategic and picky about its content buying. Were not after quantity, were after quality, Cue reportedly said. Even so, the company has acquired the rights to around a dozen new shows thus far, and also renewed its existing Carpool Karaoke series based on James Cordens Late Late Show segment. Cue admitted that Apple is now making big investments financially speaking in original content, adding that spending cash isnt an issue for the tech company, which is sitting on one of the largest available cash piles of any company in the world. He added that around 40 people are now dedicated to building out its Apple TV content business. The Apple exec drew comparisons between the companys approach to content and Pixars, meaning it has a focus on quality storytelling, and also suggested there will be some surprises in store for how the programming is viewed once available. He also added that its not going to focus on acquiring sports streaming rights in the near-term, at least, and suggested that its original content ambitions face fewer hurdles than those from rivals, including Facebook and Google, because its not also an advertising-based business. Apple has a lot of content coming down the pipeline, but it doesnt sound like the company is interested in a spray-and-pray approach, which seems to be where Netflixs original programming is heading lately.