Eddy Cue Enthuses About New Apple TV in CNN Interview

With the fourth generation Apple TV ready for its retail launch tomorrow, there remain questions about the set-top box – and Apple executive Eddy Cue has addressed many of them in a new interview.

Speaking to CNN senior correspondent Brian Stelter, Cue, who had earlier spoke at length about the device’s wealth of features at its formal reveal in September, acknowledged that it remained an “add-on for most people”, as separate authentication remains necessary for channels like ABC and CNN.

On the interesting subject of whether Apple is planning to finance TV content like Netflix and Hulu does, Cue was vague, simply replying: “We love working with our partners. We’re great at technology, and they’re great at creating content, and we think that’s a great partnership to have.”

On a similar note, Cue, Apple’s Senior Vice President of Internet Software and Services, did not pounce on the suggestion of exclusive content for the Apple TV. Though the company has previously clinched a number of notable exclusivity deals for streaming service Apple Music, Cue insisted that Apple is simply aiming to “build technologies that let developers do things that they can’t do anywhere else.”

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