Tim Cook, Apple CEO, announced that Apple plans to participate in changes disrupting the cable bundle with Airplay 2, Original Content, Apps and More.

On Tuesday January 29th, Tim Cook shared some of Apple’s approach to television and original content without offering specific details. Apple’s CEO said that Apple has noticed "huge changes" in customer behavior, which Apple believes will "accelerate as the year goes by." Cook pointed out that Apple expects an accelerated breakdown of the cable bundle.

Apple intends to be part of this change, including the Apple TV that offers app support so that customers can watch television using apps as they wish and with AirPlay2 that will be offering support to third-party television sets, which will make for a “better” living room experience, according to Cook. He also explained that third-party video subscriptions available on the App Store offer Apple a way to "accelerate in the future" and help customers who wish to buy multiple services. Apple is working on its own original content, with some content available for free and other content available via streaming services and its TV app. Apple has also numerous television shows in the works currently and been signing deals with well-known industry talent such as Jason Katims and Justin Lin.

Apple is expected to have its streaming television service available for launch by the middle of April this year.