Apple?s agnostic approach to TV: better than Google?s but not a win for viewers ? Tech News and Analysis (click for full article) by Jeff John Roberts - July 20, 2013 SUMMARY: Two tech giants took new steps this week to shake up the TV industry - in the long term, Apple is the best bet to emerge a winner. -- "The TV industry is in a strange holding pattern. Its longtime business model - which involves force-feeding expensive bundles of unwanted channels to subscribers - is unpopular and outdated, but no one has been able to disrupt it due to industry incumbents' death grip on prize content. The best hope for a shake-up comes from rich tech giants Apple and Google, which have been nibbling for years at the edges of the so-called "TV Industrial complex" but still haven't made a big bet. The reason they're holding back has nothing to do with tech and everything to do with content: the rights to popular programming like the NFL or Game of Thrones are wildly expensive to license, and any disruptor will need to buy a lot of it to truly compete with the cable and satellite guys. The two tech companies have adopted different strategies to solve the content dilemma and, for now, it appears Apple has the better one. "