Apple Goes Big On Streaming...But Still Have Much To Prove

Apple is a company known for innovation, pushing the boundaries of technological imagination to realisation, which is reflected in their world-class products. So it is unusual that Apple has found itself lagging behind competitors when it comes to content and programming, especially when the likes of Amazon and Google have been in the game for a number of years already. Well on Monday, Apple finally announced its long rumoured streaming service, Apple TV Plus, showcasing their offering (and host of others) to the entire world.

The service, which will act as a rival to the likes of streaming giants Netflix and Amazon Prime, will launch in late 2019. The service will be home to original movies, TV shows, and documentaries from Hollywood superstars such as Steven Spielberg, Reese Witherspoon, JJ Abrams, and a bunch more. It’s clear that from a creative standpoint at least, people have bought into Apple’s vision of the service, but whether consumers will catch on is a different question.

Although a rival to existing streaming services, Apple wants Apple TV Plus to be unique, with Tim Cook stating the service is “unlike anything that's come before”. But what exactly makes it stand out? Here is what we now so far about Apple TV Plus:

What - Two video streaming services, Apple TV Plus and Apple TV Channels:

o   Apple TV Plus: Original programming in the form of films and TV shows which will be EXCLUSIVE to the service

o   Apple TV Channels: A separate service which gives users access to programming (AD FREE) from partner channels including HBO, Showtime, Brit Box, CBS All Access, etc.

·       When - Apple TV+ launches in late 2019, available in 100+ countries.

·       Where - The streaming service is NOT its own app – instead it will be accessible through the Apple TV app on smart TVs, MacOS and iOS.

·       Pricing – No information was revealed on pricing plans, so your guess is as good as mine?

It’s a lot to take in (believe me, it’s taken a while to process this all), but there you have it. As someone who has never owned an Apple product, the announcement is actually quite a refreshing take on what streaming services can be. Although the lion’s share of attention has gone to Apple TV Plus, Apple TV Channels is just as exciting. It makes sense for consumers to pay for a service in which they can access content/programming from the favourite channels in one place, rather than having to flick through different applications and pay for multiple subscriptions. And the best thing about it is that the content will be AD FREE (yes caps were needed again).

Apple have clearly gone all out with this service, and moving back to Apple TV Plus, the list of creative talent they have managed to secure for original content is impressive to say the least. But to say that Netflix should be worried is a bit of an overstatement. A big difference (and advantage) Netflix has over Apple TV Plus is that along with original content, Netflix has licenced content on its platform…Apple TV Plus will not! And as we know, licenced programming makes up the majority of Netflix viewing hours. Apple’s service will only feature original content, whilst third-party films and TV box sets can be purchased via iTunes as per usual. Another major caveat is that it is not yet clear if the service will be available on Android, Windows, and web browsers. Although Apple product users worldwide are in the billions, limiting the streaming service to Apple products only leaves a gaping hole in this model – billions of people would not be able to access the service, and if Apple is so keen on growing its “services” business, this is a move which does not make sense.

The executives at Apple are of-course a lot smarter than me, so there is probably a method to their madness (I would love for this to be explained to me).  Apple may finally be getting into content business, but they have a long way to go to catch up with Netflix and Amazon. Then again, maybe they’re not aiming to catch up…as Apple made clear on Monday, Apple TV Plus is not Netlfix. With Disney+ also entering the streaming market this, Apple will have tough time competing for the consumer dollar (or pound should I say), and it still has a ways to go before they can 100% convince myself and others that this service is the one to have. The announcement of Apple TV Plus shouldn’t be a major threat to Netflix YET, but it does show Apple are willing to invest big into its services, and who knows…”Apple and Chill” could be the new hype in the decade to come (or maybe not).

Ok DEFINITELY not!