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Apple is known as a tough negotiator, but it seems its stubbornness has harmed its efforts to make headway with its much-rumoured TV streaming service.

According to the Wall Street Journal, Apple's Eddy Cue has "alienated" many of the key content providers by refusing to budge when negotiating terms.

Disney – no pushover itself, we're sure – was reportedly put off by Apple's demands to lock in the royalty rates Apple would pay it for several years. This would be a huge shift from how the industry currently works.

Disney was also none too chuffed by Apple's demands that it unbundle its channels to offer them on an individual basis, so customers only pay for the channels they want.

A Disney source told the paper that Apple had reckoned Disney's content to be worth $13 (£10) a month, and asked it to choose which of its channels it would like to offer in a bundle.

The traditional TV business model is under threat from streaming services like Netflix and Amazon Prime Video. But according to one executive, the industry isn't in quite as dire a state as music was when iTunes launched. That means in this instance, Apple doesn't hold all the cards.

Its TV streaming service was supposed to launch last autumn. But if some of these companies don't start making concessions, it's doubtful it'll ever launch.

It's Tim Cook vs Mickey Mouse. Who do you think will flinch first?

Source: Wall Street Journal

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