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As Apple ramps up work on innovative, immersive sports viewing technology and throws a punch at Amazon by pilfering one of its executives to head up a new sports division, it’s clear that the company is game set and match. Let’s explore Apple’s uphill battle to dominance in the field, analyzing where live sports could fit into its increasingly bloated service offering.


When Apple announced its TV+ streaming service last year, it was the first of four major launches in a twelve-month period. As cord-cutting and evolving consumer viewing habits hit cable networks and studios, every man and his dog decided it was time to launch their own Netflix rival - to varying degrees of success. Though Apple undoubtedly has the ecosystem, user base, and capital to make its streaming service work, many have questioned the company’s genuine commitment .

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