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Apple has stopped negotiating an NFL Sunday Ticket package after once being considered the frontrunner for streaming rights, according to a new report.

By Dylan Byers at: Puck News:Apple pulled out of the talks because it no longer believed the deal was worth it given the restrictions placed on it.

For months, rumors suggested that Apple would be the “likely winner” of the NFL Sunday Ticket package, but signs of negotiation problems emerged earlier this year when CNBC reported that Apple wanted more contractual flexibility than the NFL. is interested in providing.

Apple was said to be uninterested in simply acting as a game-streaming conduit, and instead sought a more comprehensive partnership with sports leagues.

In June, for example, Apple announced that its TV app will exclusively stream every MLS match starting in 2023, with no local blackouts or restrictions. MLS highlights, analysis and other content will also be available on the TV app and Apple News.

In contrast, NFL Sunday Ticket package deal restrictions would include local blackouts and no global rights. Pricing is also said to have been a sticking point, with Apple looking to cut Sunday Ticket availability to the $6.99 price of an Apple TV+ subscription.

However, the NFL reportedly deemed that price too low, given that it had to “protect the interests of CBS and Fox, its Sunday afternoon broadcast partners.”

Apple has been expanding its sports offerings in recent months in an effort to attract more subscribers to Apple TV+. The company has partnered with MLB for “Friday Night Baseball,” and it has signed a 10-year deal with Major League Soccer that is expected to begin next year. As things stand, it looks like the NFL Sunday Ticket stream will not be added to the list.

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