But maybe Apple isn’t in the same “skinny” TV bundle game.
Reports suggest Apple is looking to reinvent that bundle -- kind of -- by including “premium” ad-free TV networks, such as HBO, Showtime and Starz, in a more simplified package of all TV networks. Traditionally, those TV networks have cost extra for consumers -- anywhere from $10 to $15 a month per network group.
As a result, it’s expected Apple maybe charge somewhat more than those skinny TV bundles providers -- not in the $30 to $40 range, but perhaps as high as $60 a month.
Now there are many ways of getting HBO, Showtime and Starz content -- on-demand individual programs through respective digital apps. So Apple’s efforts to “reinvent” the business may not be completely different.
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All this is in keeping with Apple’s brand patina on other products -- where those "premium” experiences -- whether through hardware or software services -- have resulted in the company charging somewhat more than its competitor's digital products.
Right now through Apple TV -- the company’s on-demand set top box over-the-top effort -- consumers can buy these premium ad-free networks: $15 for HBO; $11 for Showtime; and $9 for Starz.
Apple’s “fat” TV service would solve some problems it has with big networks groups. Those who insist on getting full -- or similar value -- from new digital providers of TV networks.
For TV networks groups, the hope is such deals would extend their networks to a wider audience.
The downside? All this puts HBO on the same level as advertising-supported TV networks, such as CMT, Bravo, Hallmark, or USA Network, TNT or CNBC.
From the consumer point of view, it may change what HBO means when it comes to premium programming -- a network that annually grabs more Emmy nominations and awards than any other U.S. network -- broadcast, cable, or otherwise?
Consider HBO’s longtime brand theme: “It’s not TV. It’s HBO.” Now? It’s just TV or maybe just video. Consumers perhaps knew that already.