One of the most interesting companies, and one of the biggest, Apple are again in the spotlight as we discuss Apple video streaming, and the future of TV viewing.

Many industry experts are seemingly baffled by the lack of progress by Apple in the video streaming marketplace, particularly in the area of TV technology. Apple’s goal of achieving double its services businesses by 2021 has hinted at its intention to go places in video streaming. Rumours abound, Apple is saying very little publicly, but has replaced its head of product marketing for its Apple TV box with the former head of Amazon Fire TV, Timothy Twerdahl.

Apple video streaming and the competition

Apple’s competitors may be concerned at the lack of movement by the giants of the tech world into TV, but still have little to worry about with the current Apple TV set-top box. With no clear update since the final quarter of 2015, users are relying on third-party apps and media players to reduce latency and limit the impact of the hardware restrictions.

Experts continue to speculate about the way Apple video streaming will move forward, although some say that Apple is building an entertainment streaming service based on its hugely successful Apple Music platform model, which gained 20 million subscribers over a two-year period. By comparison, however, Netflix garnered the support of more than 93 million subscribers in 9 years. Perhaps Apple will be content to sell subscriptions to other video streaming services, as it can get 30%, for example, in fees through its App store, if a subscriber signs up to another company. In addition, it can receive 15% per year for renewals after the initial sign-up.

Some analysts are even saying that Apple video streaming has ‘missed the boat,’ claiming that lost ground over four years, with ‘no serious video footprint’ cannot be regained.

Looking ahead Apple video streaming rumours aside, the fact remains that the company is keeping its cards close to its chest at the current time. Two new shows have been announced for its Apple Music service recently – ‘Carpool Karaoke’, the hugely popular segment of the Late, Late Show with British presenter James Corden, and ‘Planet of the Apps’, a Dragon’s Den-style competition in which apps are the focus for gaining funding, and is planning to bundle shows into subscription packages.

Senior VP, Eddie Cue, commented, ‘Look, we are just starting out. Where it goes, we don't know.’ Cryptic comments indeed, meaning that all the public can do is to wait and see where it goes and look forward in the hope of significant inroads in the Apple video streaming service.