Tim Cook’s team at two-trillion-dollar Apple continues to keep the media sector guessing

Ever since Apple launched its Apple TV digital media player on the market back in 2007, the media and entertainment industries have struggled when it comes to second-guessing some of the tech giant’s peripheral moves and ambitions. Having already upended the global music market with the launch of iTunes in 2001, many had expected Apple to do the same in the entertainment world.

t the time, the future of TV – or so we were told – would lie in apps. Companies like Apple, and later Google, would be there to provide them to us on their competing iOS and Android platforms.

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