If it was up to Bell Media, CraveTV would've launched with an Apple TV app, so users could stream content to their big screen TVs easily.
But Apple didn't allow it to happen.
"I'd love to say we have an app coming on Apple TV but we don't. This is Apple's strategy," said Jon Taylor, vice president of digital products and strategy for Bell Media, at the CraveTV launch in December.
While Apple openly welcomes software developers from around the world to create apps for its iPhones and iPads, only a small club of companies have been given access to the Apple TV platform.
Netflix is among them, to the frustration of Bell Media, and Shomi's parent companies Rogers and Shaw.
"They've said (to us), 'We're discussing our international strategy, we'll get back to you' — and that's about all you get from Apple," said Taylor.
CraveTV does support Apple's AirPlay technology, which allows users to beam content from their Apple devices to an Apple TV. Shomi does not support AirPlay, but does have an Xbox 360 app that facilitates streaming on a TV.
Taylor hopes CraveTV and other Bell Media properties will be at the top of the list if and when Apple decides to open its platform up to more companies.
"We have a great relationship with them, we're one of their top developers in Canada, and I have a belief that because you see where they went in the U.S., which was HBO — that's us in Canada — and ESPN — that's TSN and RDS — and we also bring both French and English language content, which is something that's going to be important to iTunes Canada, as a media company we're slightly different than some of the other folks in Canada, who don't quite have the pieces," he said.
"So for them to let somebody inside their (platform) I think we're likely poised to be their first partner."
At CraveTV's launch, Taylor had targeted early this year for integration with Google's Apple TV competitor, the Chromecast.
"I think Google did a very smart thing with Chromecast, which was saying, 'What's the right price point that's going to make this thing a stocking stuffer?' and they nailed it. It's not $100, it's $35," Taylor said.
He also said Roku devices will be supported "this year for sure."
A Shomi spokeswoman declined an interview request.
An Apple spokeswoman did not respond to requests for comment.