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DirectTV CEO: Apple HDTV Not A Threat, Won’t Have Superior User Interface

DirectTV CEO: Apple HDTV Not A Threat, Won’t Have Superior User Interface

DirecTV chairman claims Apple won't deliver a better experience or content for viewers.

The entertainment industry may be bracing for further disruption by Apple when the company finally unveils its HDTV and related television plans, but at least one major player in the field is refusing to show any sign of fear.

In a move sure to be followed by other industry executives, DirecTV chairman Michael White downplayed the potential for an Apple television during a conference attended by other cable and satellite company leaders late last week. While other executives were fairly noncommittal about an Apple HDTV and what it could mean for the entertainment industry, White was emphatic in deriding the idea that Apple could deliver a better user experience to viewers.

Speaking at the Sanford Bernstein Strategic Decisions conference, White specifically called out two of the most anticipated features of an Apple television – a superior user interface and a better selection of content -¬†and described them as unrealistic and unimportant to his company’s customers.

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