Apple's TV strategy explained

Apple doesn't aspire to acquire massive companies like Netflix or Disney.

Instead, it's pouring money into smaller investments that focus on how people will be using and consuming media in the future, according to Apple senior vice president Eddy Cue.
In a discussion with CNN's Dylan Byers at SXSW in Austin, Texas, on Monday, Cue said the company isn't "throwing things up against the wall" to see what sticks.
"The financial part ... isn't the issue," Cue said. "The issue," he said, is finding the right investments.
Earlier in the day, Apple (AAPL) announced it is acquiring Texture, a digital magazine subscription service known as the "Netflix for magazines." Financial terms were not disclosed.
The service, which costs $9.99 per month for 200 magazine downloads, will be integrated into current Apple News offerings. Apple News provides iOS users personalized news and information from a variety of news organizations.
"We want to give you a bit of serendipity to see all of what's out there," Cue said. "We're not trying to just give you the most popular stuff for you but some of the articles that you should be reading. We want that serendipity."
 Eddy Cue SXSW 
It's no secret Apple isn't short on funds. In its last earnings report, Apple reported it has $285 billion cash on hand. That's enough to potentially buy a media big hitter like Netflix (NFLX).
But Cue insisted going big on acquisitions is not Apple's strategy. The company would rather make strategic investments that boost "quality" content and services.
For now, Apple will remain focused on distributing other companies' TV apps and content, such as ESPN and other sports channels, he said. The company intends to make it easier for consumers to find and watch programming on various channels through push notifications sent to mobile devices.
But that's not to say Apple isn't going big on one media strategy. According to Cue, Apple is "all in" on TV.

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