In 2022, Apple signed a 10-year, $2.5 billion deal with Major League Soccer and immediately built a wall around it. Fans who wanted to watch games had to pay $100 per year for MLS Season Pass, a subscription layered on top of their existing Apple TV subscription, Awful Announcing reported. The Apple TV sports strategy was, in theory, ambitious. In practice, it was a friction machine. In the first three years of the deal, MLS struggled to meaningfully grow its Season Pass subscriber base, even...