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Apple services chief Eddy Cue said the iPhone maker would like to buy more sports rights, but the company would need to be able to do something "unique and special" with the broadcast.

"We don't have to do sports the way that they are. There's plenty of people doing that," Cue told CNBC's Alex Sherman at the Autosport Business Exchange NYC.

Apple TV, the company's streaming service, currently airs Major League Baseball games on Friday nights and has a package for Major League Soccer that allows subscribers to watch all MLS matches.

But Apple hasn't secured rights to major American sports such as the National Football League, which sold its NFL Sunday Ticket package to Google's YouTube, or the National Bask

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