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Apple's arrogance likely quashed its streaming TV service

Tech giant's seemingly unprecedented demands are probably why it still doesn't have a TV streaming service, according to The Wall Street Journal.

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James Martin/CNET

Apple's long-rumored streaming TV service failed to materialize due to its brash negotiating tactics, according to The Wall Street Journal.

Potential deals between the tech giant and major networks including CBS, Disney and Fox went south because Eddy Cue, Apple's senior vice president of software and services, came across as arrogant during negotiations, the newspaper reported Thursday. Many thought the service would have appeared as part of the revamped Apple TV box unveiled last year.

Some tidbits from the report:

  • Cue showed up late to negotiations with Time Warner CEO Jeff Bewkes in 2013 wearing jeans, sporting tennis shoes without socks and a Hawaiian shirt. The media executives he met with were all wearing suits.
  • One anonymous cable industry exec summed up Cue's hard-nosed strategy as him saying: "We're Apple."
  • Apple wanted $10 a month per subscriber from the cable networks, and it wanted to handle the experience through its AppleID logins.
  • Apple wanted Disney to freeze the monthly rates it would pay Disney to license its cable channels, a break from the normal model of raising rates each year.

Apple did not immediately respond to a request for comment.