Immediately after Apple publicly announced its acquisition of magazine subscription service Texture this morning, the company’s senior vice president of internet software and services Eddy Cue took the stage at SXSW 2018 to discuss some of Apple’s upcoming content plans. Most notably, he addressed the company’s upcoming video service and the increasing importance of augmented reality (AR) to Apple.
On the video service, Cue noted that Apple — despite analyst conjecture — isn’t interested in buying great partners such as Netflix or Disney, since Apple prefers to buy small companies with ideas that will become the next big thing. Similarly, the company isn’t interested in offering its own YouTube-style short videos.
The focus for Apple will be on telling great stories with its video programming, which is why the company is committing to longer-form videos. Cue evoked the name of Apple’s late founder, Steve Jobs, who learned through Pixar how to tweak a story until it was great enough to be a…
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