But none of the TV streaming services get it right, Iovine continued.
"We want to watch movies. Sit down with your girlfriend or a bunch of friends and try to find a movie online. That box helps you none--it doesn't help. You're on your own. And eventually that will catch them unless somebody digs in and really helps the customer. And entertainment needs that, it needs to live and breathe."
Iovine has no plans to switch gears from music streaming to TV streaming, but his thoughts on curation could signify that Apple as a company is putting a lot of thought into how TV could be better with more humans behind it. If rumors prove true and the refreshed Apple TV set-top box we're expecting this September includes a streaming TV bundle, it might take a few cues from Apple Music--more emphasis on people and less on algorithms.
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