The Verge:

Interactive television has long been the holy grail for TV content makers, but Apple’s Eddy Cue thinks the tech company has all of the right tools in place to actually make it happen. And it’s something that could impact sports, news — even polling.

In an interview with The Verge, Cue said that Apple isn’t against the idea of making more original TV, but emphasized that there would have to have some sort of interactive element for it to make sense for the tech giant right now.

Interesting POV from Cue but I’m not sure he’s correct. TV has always been a consumption medium – you sit in your comfy chair and just watch. I don’t doubt that a certain portion of the population wants to have greater “interactivity” (whatever that means) with the TV and its programming but I don’t know that the average consumer does.