GAME ON: APPLE'S PLANS FOR LIVE SPORTS DOMINANCE

As Apple ramps up work on innovative, immersive sports viewing technology and throws a punch at Amazon by pilfering one of its executives to head up a new sports division, it’s clear that the company is game set and match.

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Let’s explore Apple’s uphill battle to dominance in the field, analyzing where live sports could fit into its increasingly bloated service offering.

BRINGING SPORT TO APPLE TV+

When Apple announced its TV+ streaming service last year, it was the first of four major launches in a twelve-month period. As cordcutting and evolving consumer viewing habits hit cable networks and studios, every man and his dog decided it was time to launch their own Netflix rival - to varying degrees of success. Though Apple undoubtedly has the ecosystem, user base, and capital to make its streaming service work, many have questioned the company’s genuine commitment to changing the way we watch television and movies. And although Apple TV+ may look successful on paper right now, that’s because most users are on a one-year free trial. Despite a couple of successful series, including The Morning Show and SEE, and highly-anticipated commissions on the way soon, criticism for the service has been rife, with some even questioning whether it’s too late for Apple TV+ to recover from the initial negative headlines.