Sports Rights

Apple’s Eddy Cue outlined the company’s strategy for sports rights, focusing on innovation and differentiated experiences. While interested in acquiring rights, Apple seeks opportunities to deliver something “unique and special,” aiming to disrupt traditional broadcasting models. Cue highlighted issues like blackouts and content fragmentation, referencing Apple TV+’s MLS broadcasting as an example of improvement. Apple is experimenting with broadcasting techniques, seeking a “level of differentiation” by improving video quality and exploring unconventional camera angles. The company views sports rights as a way to reshape how sports are consumed globally.