Digital Transformation

AppleTV+ readied for November debut in services push

By John Glenday | Reporter

Apple

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August 20, 2019 | 3 min read

Apple is to make good on its pledge to further pivot to services amid slowing hardware sales with the line up of a November launch for AppleTV+, a film and TV subscription service.

Potential customers will be offered a free trial to lure them in before being charged a reported $9.99 per month for unfettered access to Apple’s content library, which Apple will grow aggressively as it signs up new partners.

AppleTV+

AppleTV+ readied for November debut in services push

Apple’s streaming foray promises to upend a market which has thus far been dominated by Netflix and Amazon, although it remains to be seen how the iPhone pioneer will fare amid a crowded field of big-name entrants including Disney and AT&T’s HBO.

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While Apple itself has not publicly commented on its intentions the tech titan is believed to be looking to forego the binge-watch strategy of Netflix by drip-feeding episodes in a controlled manner rather than open up entire series simultaneously.

In a sign of the seriousness with which Apple is treating its new venture, CNBC reports that it has allocated $6bn towards content acquisition. Initial highlights of the service will be Steven Spielberg’s “Amazing Stories,” “See” with Jason Momoa, “Truth Be Told” with Octavia Spencer.

Apple’s services push has already seen it debut branded music, news and storage platforms with a dedicated Apple gaming service also expected to surface soon. In doing so it hopes to tap ongoing revenues from its army of loyal iPhone, iMac and iPad users.

The tectonic plates of the mighty television industry are now beginning to shift with viewers switching off terrestrial and cable channels in favor of streaming and mobile viewing, prompting the UK to consider loosening limits on advertising for commercial broadcasters.

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