Instead, Apple is more interested in delivering notifications for important events through its TV app, steering you to other apps that can provide live coverage. If a match goes into overtime, for instance, you'll know to fire up a TV subscription service and tune in. The tech giant won't necessarily mind. It already rakes in money for people who subscribe to third-party services through the App Store, so it stands to profit even it's not offering as-it-happens coverage.

The strategy isn't completely surprising. Many expect Apple to focus on a more Netflix-like service with on-demand shows rather than a live offering akin to PlayStation Vue or Sling TV. Even so, this sheds some light on Apple's thinking -- it's not concerned about trying to serve absolutely everyone.