Despite its much-rumoured TV streaming service, Apple has no plans to take on Netflix at making its own TV programmes. That's according to Apple executive Eddy Cue.
"We're not in the business of trying to create TV shows," Cue said in an interview. However, there are some caveats to that.
"If we see it being complementary to the things we're doing at Apple Music or if we see it being something that's innovative on our platform, we may help [programme makers] and guide them and make suggestions," he added.
"But we're not trying to compete with Netflix or compete with Comcast."
Questioned if he would commission a show that had a big star attached, Cue replied: "Probably not right now." Though he didn't rule it out for the future.
Indeed, Apple has commissioned a few original shows, including one about its executive Dr. Dre.
Cue also said he wasn't a big fan of the 'skinny bundle', which will be news to Apple watchers. The skinny bundle refers to companies disentangling their channels from bigger bundles and offering them individually.
So Fox News without its sister channel Fox Business Network, for example. That way, viewers can subscribe to only what they want, and only pay for what they watch.
Apple's much-rumoured TV streaming service was said to be delayed because the firm was negotiating with broadcasters to secure a skinny bundle, and hence get a better deal for viewers. Now Cue has cast doubt on that.
"I'm not a fan of the skinny bundle," Cue said. "I think it's a misconception. Most people, at the end of the day end up paying more, not less, for the things they love.
"With TV content being at an all-time high, why are people asking for less?
"It has a lot to do with the way it's being provided. If I feel like I'm not getting my money's worth, then I want to pay less and I want less things.
"But if it were being provided in a rich platform with the capabilities I'm talking about, I don't think people would feel that way."
Of course, the negotiations with broadcasters may not have gone Apple's way, and this apparent volte-face could the firm's way of hiding that fact.
We're hoping to see Apple's TV streaming service launch sometime in the autumn.