One of the mantras of the rumored Apple TV project is that Apple will somehow, through its vision, talent, customer focus and technical expertise give TV viewing customers what they want. Freedom, control and great stories.
Recently Kevin Spacey, currently famous for being a co-producer and having a starring role in Netflix's House of Cards, severely scolded the Networks for not giving the viewers what they want and for wasting hundreds of millions of dollars on pilots that never make the cut.
Mr. Spacey's speech is crisp, insightful and just plain terrific. And it could very well be a template for what Apple should be all about when it comes to its future with television. Mr. Spacey articulated the core issues brilliantly. The ball's in Apple court.