Into The Batter's Box: Apple Debuts New Spot Featuring At Bat App

By Eric Fisher, Staff Writer, SportsBusiness Journal

Apple Inc. Thursday night debuted a new TV spot in its ongoing campaign featuring iPhone applications that includes MLBAM’s updated MLB.com At Bat app. The spot, set to run over the next six to eight weeks, marks the second time MLB.com At Bat has been featured in an Apple TV ad -- something no other iPhone app has achieved. MLBAM, meanwhile, is readying a new feature within MLB.com At Bat in which live game video will be available for purchase at $0.99 per game for the rest of the season. The new pricing model -- first reported by Bloomberg News and still needing final approval from both MLBAM quality assurance testers and Apple -- stands alongside a plan in which watching live games on the iPhone required a MLB.TV monthly or annual subscription in addition to the $9.99 cost of the app. The $0.99 per game offer, however, will not be extended to the regular online version of MLB.TV. MLBAM is finalizing a fourth price reduction for that product in which the premium-level version will drop to $19.95 for the rest of the season from the prior mark of $34.95.