John Paczkowski, BUZZFEED
SAN FRANCISCO (BuzzFeed)—For years Apple has described TV as an “area of intense interest,” trashing the current TV experience as antiquated and asinine, and repeatedly hinting at plans to evolve it. As Apple SVP of Internet Software and Services Eddy Cue said last year at the Code Conference, “the TV experience sucks.”
Now, after years of smack talk and “my, isn’t TV interesting” teasing, Apple is preparing to mount its long-in-the-offing effort to drag a TV experience that CEO Tim Cook once described as “stuck in the seventies” into an Apple-curated present.
Earlier this week, the Wall Street Journal reported that the subscription internet TV service Apple’s been trying to get off the ground since 2009 appears to be finally headed to market. And now sources familiar with the company’s plans tell BuzzFeed News that a successor to its dusty and recently discounted Apple TV set top box is headed to market as well. Apple intends to show the device off at its annual World Wide Developers Conference in June along with a long-awaited App Store and a software development kit to help developers populate it.