MLS makes sense...small leagues can be highly profitable if done right. (though I think MLS is hindering themselves in some ways but for now it is a great idea) I would not trust Apple to be able to produce high end content on major sports though unless they bought out maybe an RSN and incorporated their tech. In the short term they will be fine but I think in the long term it will turn out to be way less profitable than they thought. Not to mention I am not sure it will be super great for the teams involved either. (ask the PAC-12 what they thought of a streaming deal for conference games...oh wait)
As much as it pains me to ever give Lex Luther compliments, Amazon has it right. To me it is all about balance and making yourself the guy selling shovels during the gold rush as opposed to panning for gold. A lot of "experts" believe Amazon wants to buy a major studio with WBD being the biggest option available. Bezos doesn't need that though. Amazon Prime is a one stop shop already, an alternative to cable that allows you to add and drop stations on a whim. They have TV shows, films and just enough sports to wet the appetite and keep people coming back for more. When things start getting pinched in a couple months as the strike goes on (or if a deal is struck and it pimpslaps the studios as it should) Prime is going to be just humming along not worried about a thing.
The problem Apple has is, outside of the couple shows everyone loves Apple TV+ doesn't really serve any purpose. (it is why MLS is smart for now...they lucked out on desperation) It is just another moneygrab by a large tech company looking to funnel money to their shareholders. Much like Disney+ at first it was ok that it was acting as a loss leader because people almost never cancel anything so hook them now and milk them until Kingdom Come and raise prices as needed. The problem is there was no real buy in from the jump and that really hurt them. AT&T completely botched the HBO Max launch (and Zazlov botched the name change...maybe tell people the context moron) but because of the library they have they ran laps around Apple TV+. I doubt Di$ney even knew there was an Apple they were so far ahead. AppleTV on its own is not exactly some super buy in even amongst Apple fans and yet they decided to expand the bubble by making a streaming service too? This is the type of facepalm that got Jobs fired the first time he ran Apple...
I admit, I fell for the "Pandemic Bubble" on this stuff...thought the industry was really making this shift. Being in complete control of all the means of production, skipping the middle men of networks and theaters/distributers should have been a major boon for the studios as supplemental to what was already happening. By the time lockdowns ended though it was becoming clear what they actually were doing though and it was not sustainable. They were throwing money around at any and all projects like banks buying mortgages in the early to mid "00s". They cared more about filling their apps with content to justify the monthly cost. Once the number of subs started to grow at a slower pace the bills started coming due and the studios realized they spent too much and then decided they needed to find ways to not pay people to keep their books from looking like disasters. Di$ney laid off half of ESPN, WB merged with Discovery and has to find a way to cover a $3 billion dollar hole...etc. Its ridiculous...