Eddy Cue, senior vice president of Apple for Internet services and software, oversees the content portfolio of the tech giant from Apple Music, iTunes stores, Apple Pay, and Apple Maps among other things. Let us see, what he has in his mind:
You met half of Bollywood a few days ago. What was the idea?
We are very heavily involved with them in music and Apple Music. There’s a lot more that we want to do with music in India. Secondly, there is a lot we want to do with bringing Indian music outside to the rest of the world.
We have been working with new artists and existing artists to do that. More importantly, we wanted to announce the work we are doing with AR (Rahman) on the KM Music conservatory with kids. It was great to set up a couple of labs with all the Apple equipment, creating from scholarships.
Are you looking at other creative collaborations with Bollywood? You’ve announced a tie-up with Steven Spielberg to bring back ‘Amazing Stories’
A couple of months ago, we had announced that we had hired Zack (Van Amburg) and Jamie (Erlicht) from Sony Television to head up our video work in Los Angeles. We are just getting started with that. I am not going to talk about what we are doing there because it’s still early. But certainly, Bollywood is as good at creating content as anybody else around the world. And I am sure we will do things here because it’s a great film and entertainment market.
What do you see as the future of television? People are talking about post cable networks in the U.S.
If you look at the US population today, the vast majority get their television from cable and satellite subscribers, it’s gone down a little but it’s still a vast majority. Some additional services have come in and have augmented that but that hasn’t changed the majority — yet.
If you and I are sitting here and talking about what’s going to happen in the next 10 years, it’s hard for me to imagine that will be the case. I don’t know if its three years, five years or ten years, but it will change. Which means there will be more opportunities, people are watching more content on our devices.
You’ve rolled out student subscriptions for Apple Music in India. What else do you plan to get more people on Apple Music – especially the younger crowd?
There are three things. One, is the economic point: you do that through student discounts and family subscriptions. Second, you need to do something with the content, which is helping them discover new artists, helping them discover new music around it.
Third, you do some creative, innovative things with them, like with Harry Styles we did a ‘making of’ video (a documentary called ‘Behind the Album). Those are the ways in which you reach people. It’s always about the music first and then there are the features and functions that help.
Seems that Cue has a lot of things planned up for India!