Technology: Apple set to change the way LIVE Sports are watched

Apple is working on the technology that will change the way sports is watched the world over. The goal is to offer the curated convenience of highlights without sacrificing the thrill of live.

The digital tech giant has put in years of research and development and an announcement is expected in less than a week about Apple’s foray into the streaming business and its upcoming premium video service. The company has reportedly budgeted $1 billion for original content, including a deal with Kevin Durant’s production company for a basketball drama, states a report by Sports Illustrated.

However, Apple is not going to venture into live broadcast anytime soon. Apple won’t even compete with Facebook and Amazon either.

“That’s not to say we would never do sports, because who the heck knows,” says Apple senior vice president for Internet software and services Eddy Cue. “Never is a long time, but I don’t think that’s a problem right now.

“You really can’t own all the rights, so therefore at some point you need to solve some other problems,” Cue said. “You can’t design for owning the rights because if that’s the only thing you’re doing you’re always going to be tiny.” And these days, Apple rarely does tiny.

Cue wants to be the middleman, letting fans know what’s worth watching and offering one-click access to action rather than worsening the fragmentation. For Apple, there are financial benefits there. The company takes a cut of sports subscription services purchased on iOS and, on a high-level, can leverage its exclusive software into hardware profits, states the report.

The app, however, will not serve as a  complete package due to various limitations. There are issues like some missing videos, some sports not tracked closely enough for the desired standards and lack of customization options.