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The Apple rumour mill turns to television, with widespread speculation that Apple will shortly announce… something, that will offer a different approach to the TV experience. However, if Apple distributes TV content in new ways, it will need to work with existing channels and often pay providers, who are unlikely to enable fundamental disruption to their business models. We see plenty of scope for Apple to make a great TV product – which need not necessarily be an actual television. But we see far less scope for it to break apart the value chain of TV content – and Apple doesn’t need to
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