Shira Ovide, Bloomberg:

Since well before Steve Jobs died in 2011, Apple executives have been saying TV entertainment needed a wholesale reinvention and Apple was just the company to do it. Fast forward to 2017, and America’s entertainment is being reinvented. But Apple is barely involved.

And:

More than 1 million U.S. households have ditched cable TV so far in 2017, Morgan Stanley estimates. Tens of millions of people are binge-watching TV shows and movies on Netflix and Hulu without sitting through commercials. Some amateurs on YouTube are making videos that are more popular than many traditional TV series. People in and out of Hollywood are working on letting people screen new movies at home instead of trekking to the multiplex.

This evolution is big. It’s shaking up pop culture. It’s shifting how cars and diapers are marketed. It’s affecting government policy. And Apple is a fringe player in all of this.

And:

Eddy Cue, the Apple executive in charge of digital media, recently said Apple was trying to “do some different things” in entertainment. But it hardly seems that way. After 10 years, Apple TV is pretty much the same.

And:

Amazon, Netflix, Google’s YouTube, HBO, Facebook and others are spending billions of dollars on programming that people can’t watch elsewhere. Many of those newcomers quickly became entertainment powerhouses. Amazon CEO Jeff Bezos has an Academy Award. Apple is still dabbling in a few web video series for its Apple Music app. One of the first programs, a “Shark Tank”-like competition for app developers, was panned by many reviewers.

This is scorching criticism. Is it fair? That depends. Does Apple have a big reveal coming? The Apple Watch was late to the game and now dominates the market. Is that the sort of move that’s coming? Seems still too early to judge.