Late to the premium video streaming game, Apple has unveiled its video streaming platform called Apple TV+.
Apple CEO Tim Cook announced yesterday that the service will feature Apple Original content, along with a redesigned Apple TV app that integrates major TV streaming platforms like Hulu and HBO directly into the Apple TV app.
In maintaining the company’s premium image, Cook claims the service will be the “destination for the highest-quality originals”. He backed the statement by handing over to multi-Oscar winning director Steven Speilberg who led the company’s “The Storyteller’s Behind” video. The video below shows off big Hollywood names, including J.J. Abrams, Jennifer Aniston, M. Night Shyamalan, Octavia Spencer, Reese Witherspoon, endorsing TV Plus.
Speilberg announced he would be bringing the 93-year-old Amazing Stories book series to TV on Apple’s streaming service. Reese Witherspoon, Jennifer Aniston, and Steve Carrell discussed their involvement in a predominantly women-hosted Morning Show that deals with “issues that are spoken about behind closed doors”. The stage was filled with major TV personalities, including Jason Momoa (Game of Thrones), Kumail Nanjiani (Silicon Valley), Big Bird (Sesame Street), and even Oprah.
Apple still has some catching up to do, because Netflix has already spent billions on acquiring and creating new content in 2019 alone.
In a move to remain competitive, subscribers to the service will have access to Apple TV+ through the new Apple TV app on iOS, Mac, Roku, Fire TV, and smart TVs from Samsung and LG, among other.
But will this service be sustainable for Apple in an already saturated market? Mark Skilton, professor of practice at Warwick Business School, said: “Apple TV is not just about seeking a new growth market, it is about a technical shift to “connected smart services” of the future that offer everything online.
“But is Apple going to beat Netflix? Even if they roll out the red carpet for movie stars, it will be a challenge for Apple to provide a compelling new TV experience.”
The service is set to launch in over 100 countries by the end of the year.
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