It’s the same approach Apple has taken with Apple TV. Apple’s dream customer only ever looks at screens made by Apple: Mac for work; iPad for leisure; Apple Watch for workouts and, of course the iPhone for everything.

And then they plonk themselves on the couch to watch the biggest screen they own, where picture quality and simplicity of interface arguably matters most – their television set – and Apple’s solution is for their customers to buy a small box and then go away and figure out the rest themselves.

We’re about to live in a world where Apple will make scripted tv content but not the product to watch it on. Bonkers.