It's kind of a poison pill. The league's biggest source of revenue is likely it's TV deal, and they probably secured a bigger bag by signing this vs a regular TV deal. However, during the length of this deal, they will likely lose fans because less people will watch, which will lower the amount of money they make next time when this deal expires.This has the potential to fail monumentally for the league. You want MORE people to watch your burgeoning product more easily, not less, especially in a market in which their isn’t an existing demand. Sounds like they chased the money instead of doing what’s right for the league. Sad cuz the league was finally starting to become something and I wouldn’t be surprised if this kills it.
But if I’m being devil’s advocate, maybe Apple is planning for a future in which nobody has cable anymore. I don’t think that future is as close as people forecast, however.
On the flipside of this, people legitimately watch MLS will get Apple TV+ to watch this, and keep the service even if MLS goes away, just the nature of streaming services, it's such a pain to cancel that you likely won't. So this benefits Apple and MLS in the short term, but long term the MLS will suffer and Apple with prosper. Cold business