Apple will not enter the bidding for the digital rights to Thursday night NFL games during the 2016 season, it has been reported.
Recode sources say Apple, which was invited to bid, will not take up the option.
The report comes as Apple looks for ways to help its new Apple TV box stand out from the crowd.
With no Pay TV deal in place yet, the Thursday NFL games - which sold for a combined $450m to the cable TV companies - would have been an interesting proposition.
Apple apparently didn’t see enough value in the deal, which will bring access to 16 regular season games throughout the season.
According to the report, the likes of Facebook, Amazon and Yahoo, which enjoyed success streaming an NFL game last season, are reportedly all bidding for the rights.
Amazon’s investment in original programming is yet to stretch to sports, but perhaps the NFL can be a trump card in its battle with Netflix?
Facebook has long been a place to watch sports videos posted by teams and leagues themselves.
Now the firm is rumoured to be stepping up by purchasing the content outright.
Also interested, Recode says, is the US mobile network Verizon Wireless, which already offers subscribers exclusive access to NFL games via the NFL mobile app.
