Apple TV could package HBO, Showtime and Starz as a bundle

Tomas Mccoy
April 4, 2017

In recent years, MacRumors reported that Apple had been tried to set up a traditional streaming premium TV bundle despite its rival companies that announce their own streaming bundle, but still Apple ends up with nothing.

Apple (AAPL +0.2%) intends to sell consumers a premium TV bundle that would wrap up its existing offerings of HBO (TWX +0.3%), Showtime (CBS +0.2%) and Starz (LGF.A +0.1%), Recode reports. It's already well behind a pack of virtual MVPDs that have launched or intend debut soon includes Sling TV, DirecTV Now, fuboTV, Hulu, PlayStation Vue and YouTube TV. However, it has contacted the three networks about bundling them into a single package, the traditional pay TV operators from time to time.

Apple recently hired Timothy Twerdhal, former chief of Amazon's Fire TV, to oversee the Apple TV's marketing, which means former Apple TV marketing head Pete Distad can work on Apple's TV deals. However, according to Recode's sources, Apple wants to sell the premium TV service bundle as a separate, standalone streaming offering.

A possible bundle with HBO, Showtime, and Starz content could get Apple one step closer to achieving that and challenging cable and satellite providers. The three channels listed above now sell through Apple for a collective $35 monthly fee stateside - any bundle would have to come in far lower to be tempting, which will mean either Apple or the networks will have to accept a substantial revenue hit per customer. The main question would be the price and the percentage of revenue the network owners would want. Purchased separately, the three channels cost $35 per month. However, no potential pricing information about bundle package has been disclosed.

Other reports by Ligue1talk

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