Documents have been released showing the mindset of Apple as they prepared for broadcasters to join the Apple TV platform.
Emails between Eddy Cue, Apple’s senior vice president of Internet Software and Services, Jeff Robbin, vice president of consumer applications at Apple and Jai Chulani, Apple’s Senior Product Manager were made public as part of a legal action by the makers of video game Fortnite against Apple and Google in the UK, accusing the tech giants of breaking UK competition rules.
In the emails, dating from March 2011, it’s suggested the big US sports bodies MLB and NBA should be asked for 30% of their fixed fee.
A regular percentage, also of 30%, would be levied on providers like Hulu who charge an ongoing fee. This would have netted $58 over the two-year subscription period typical at the time. However, there was doubt as to whether Apple should simply charge for the first transaction.
In the case of channels like Eurosport or Motor GP there would be at least a finders fee of 30% on first year revenues.
However, there was an acknowledgement that for many broadcasters, Apple was “just another platform” and would be unlikely to pick up any fees.
Apple went on to charge 30% to its TV app providers, in line with other apps in its store, such as Fortnite.
Apple TV integrates a number of broadcasters into its app presenting viewers with options from their host country and its own store.
