I was listening to the latest episode of The Talk Show with John Gruber when it hit me. Apple TV’s single sign on service is a feature to make our lives easier, but for Apple it’s a great way to know just how many Apple TV customers would use a service like a skinny bundle.
Why is it important for Apple to know this figure? I believe it will be the leverage they’ll eventually need when they’re negotiating with the television and provider networks. If Apple knows how many Apple TV users could be on a skinny bundle, that will have great negotiating power, and leverage, on Apple’s side.
In the short-term, it’s a great feature to help us avoid typing in those long passwords we all use.