Apple's Biggest Announcement At WWDC Might Have Been The One No One's Talking About

Jun. 06, 2017 11:48 AM ETApple Inc. (AAPL)NFLX, AMZN36 Comments
Max Greve profile picture
Max Greve


  • Apple has finally agreed to bring Amazon Prime Video to its Apple TV streaming box.
  • Prime Video is now the fastest-growing streaming service in the US, and is approaching parity with Netflix in some customer segments.
  • Prime's arrival and the restoration of Apple TV's access to Amazon's website for sales should boost Apple TV sales significantly.
  • TV is an under-appreciated segment for the company, because it is the gateway to the $500 billion TV market.

In case you haven't heard, Apple (NASDAQ:AAPL) opened its 2017 WWDC yesterday. And if somehow you didn't, no worries, there's probably a couple of hundred articles about it on the web to get you caught up.

Many of my fellow Contributors are already examining the implications of Apple's reveal on its overarching strategy. I will leave it to them to assess the bigger announcements Apple made, which included a new set of iMacs and MacBooks, the eleventh generation of iOS, and a sneak peek at a new home speaker system, called HomePod.

I did, however, want to write about one particular announcement by Apple that, at least in the early reactions, isn't getting nearly the emphasis I would have expected. In fact, many people seem to be barely talking about it at all.

Don't Forget About TV

Apple's WWDC 2017 Keynote was broken down into six announcements. That was how many CEO Tim Cook said there would be, and when CNBC went to summarize the day when it was over they also listed six main announcements.

However, the two lists did not perfectly overlap. Cook called out tvOS, macOS, iOS, and watchOS as well as iPad and the new HomePod. CNBC thought that Apple's Macintosh overhaul was so pivotal - and indeed the company did make a lot of Mac-related announcements - that it gave two slots to Macintosh, hardware and software, and didn't even mention tvOS.

Probably because tvOS took up precisely one minute twenty seconds in Cook's two hour and eighteen-minute presentation. That was the shortest by far, and in fact, Cook didn't even bother inviting anyone else up to the stage like he usually does. He simply told the audience about one new channel being added to the fifty-plus channels already on the OS, and then told them "you'll be hearing a lot

This article was written by

Max Greve profile picture
Max Greve is a graduate of Northwestern University with a quadruple major in History, Economics, Political Science, and International Studies. Max is a full-time writer and in addition to stock market trends also writes articles on government, current events, macroeconomic trends, and last but not least, the ongoing inefficiencies of professional sports.

Disclosure: I/we have no positions in any stocks mentioned, and no plans to initiate any positions within the next 72 hours. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from Seeking Alpha). I have no business relationship with any company whose stock is mentioned in this article.

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