Cuban doesn’t think Apple’s out to “blow up cable” by cutting deals directly with content providers. Says Cuban, “Apple has always been about leveraging content to sell hardware and software. In order to get a return on a pay-up-front-for-content deal, they would have to sell a lot of high-margin products that have yet to be introduced”
What does Cuban think would be Apple’s best bet? A set-top box with a cool user interface, about which he says “Having a set-top box that uses a TV-ready version of iOS that changes the paradigm for user interfaces would create a platform from which Apple could sell content and integrate new options. I don’t think there is any doubt that if Apple released a set-top box that supported authentication for multichannel video programming distributors (like cable and satellite companies), it would be a huge success.”
Like him or hate him, Cuban’s opinions are worth reading.