In a new interview with The Hollywood Reporter, Apple’s Eddy Cue goes on the record to discuss the new Apple TV’s future, the company’s entertainment ambitions with Apple Music and TV shows, as well as its competitors and partners. The piece is a bit of an overview bio on the SVP of Internet Software and Services at the start, but Cue also addresses rumors Apple is looking to get into the TV business itself…

Cue repeats the company’s ongoing message that its focus on media is to generally improve the experience around it, adding that the new Apple TV is much more interactive than a traditional cable box. Cue actually cools the fire on rumors of a potential Apple Cable service, however, in the interview:

Reports of Apple attempting but struggling to put together an over-the-top streaming package have surfaced and sank more than a few times over the years.

In the interview, Cue uses the misconception that paying for a skinny bundle rather than a full-on cable package is a cost saver, although I’d argue it’s more about access and ease of signing up. Cue then describes the interactive nature of the Apple TV using the Siri Remote and how that’s missing from traditional TV:

Here’s Cue on the future of watching TV in general:

Cue credits his experience with media and technology in part to Steve Jobs:

Interestingly, Cue emphasizes Apple’s interest in music and artists to boost Apple Music while distancing Apple from original TV content:

That line about not competing with Netflix or Comcast is the biggest signal that Apple’s streaming video service ambitions are all but paused for now.

Cue’s line about not doing original TV does go up against the previously rumored and now official news that Apple is involved in a documentary reality TV show about software developers called ‘Planet of the Apps’ though:

And what about that wild Dr. Dre series that was rumored? It sounds like that could still be a project in the works that could be distributed through Apple Music:

Cue also acknowledged earlier reports that Apple was interested in buying a studio at one point:

Not included in the Q&A but mentioned in the piece is that Apple and Cue didn’t want to comment on the rumor that Apple may be talking to Tidal about an acquisition (note that rumor has been quiet since one report). Cue also discussed Apple Music and Spotify’s competition as well as how the two services have a different approach to music right now.

The full interview is worth a read at THR.