The Cupertino company is still to license content from the major TV networks and is concerned that it doesn’t have the network infrastructure in place to deliver the kind of high-end experience it is looking to create.
Bloomberg reported that Apple has scrapped plans to announce its new service at an event in San Francisco on September 9. However, a new souped up version of the Apple TV box is expected to get the go-ahead.
Readers will recall the volume of stories that appeared surrounding the launch of an Apple TV display, but this never actually made it to market.
It’s also been reported that the press conference will be used to announce an upgrade to the iPhone.
Apple wants to slash the cost of TV packages when compared to US cable companies with a package of popular channels for a monthly $40 – half that paid for a typical cable subscription. However, the networks that include NBC, CBS and Fox are seemingly unwilling to lower their prices.
Bloomberg also cited sources as saying Apple was in talks with a series of micro data centres that would help distribute the content.
Even when the service does launch, it will clearly be restricted to the United States, with the kind of gradual roll out once staged by iTunes, and more recently Apple Pay.