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Steve Jobs told his biographer in 2011 that Apple had “finally cracked” a winning formula for television. But eight years later, his successor Tim Cook is still trying to win a place in his customers’ living rooms.
For more than a decade, Apple has toyed with the idea of making its own television sets and pitched cable companies on various kinds of software integrations and bundled services.
Now, after several false starts, Apple is ready to unveil its latest vision for TV, with an event at its Cupertino headquarters next week titled: “It’s show time.”
Mr Cook’s latest bet is that an acceleration in cord-cutting and the proliferation of streaming services has created a new role for Apple as aggregator. Apple wants to reinvent the TV guide with a personalised slate of programming drawn from a wide range of sources — including a few shows of its own.