A new report from Sports Illustrated today takes a look how at one of Apple’s quiet projects is working to change how we consume live sports. Eddy Cue has shared that the company isn’t looking to stream exclusive sporting events, but rather has its eye on disrupting how we watch live events by creating a sports curation service.
At Apple’s Results Way campus that is mostly comprised of Apple Music staff, there is one room with about a dozen employees tracking sports. The group has nicknamed their quarters “The Sports Ball Room.”
However, a more important role that they’re playing is curating sports notifications for Apple’s TV app users.
In an interview with SI, Apple’s SVP Eddy Cue said that the company isn’t focused on hosting exclusive sports events and games on its TV App or upcoming streaming service for now, but that “you never know.”
He further explains why being a rights holder for events isn’t what the company is after.
The full piece from Sports Illustrated is an interesting read.
