Apple TV+ Won't Revolutionise Streaming, But Netflix Should Still Be Worried
Yesterday in Cupertino, California, Apple unveiled various new, shiny toys, including an always-on Apple Watch, their cheapest ever iPad, and the three-eyed monster that is the new iPhone 11 Pro. The flashy Keynote presentation has become increasingly well attended in recent years as the company wields more power and stretches its tentacles beyond the technology industry.
Apple's new streaming platform was announced some time ago, but the presentation yesterday gave further insight into the original programming which customers can expect from Apple TV+. The slate includes shows such as Oprah's Book Club, and the Jennifer Aniston, Steve Carell and Reese Witherspoon TV anchor series, The Morning Show.
Apple CEO Tim Cook also previewed the trailer for new drama-horror series See, a show about an epidemic which causes everyone on earth to go blind starring Jason Momoa. Yes, it does sound rather similar to Netflix's horror hit Bird Box. Elsewhere Steven Spielberg is on-board for a reboot of sci-fi series Amazing Stories, a Twilight Zone-esque anthology series which the director was a producer on during the Eighties.
But the biggest surprise of the day was the news that the soon-to-launch service would cost viewers just £4.99 a month, making it considerably cheaper than its rivals, most of which are more than double that. Apple also revealed the service would be free for a year if you buy an Apple product, a move that will help them quickly build up a customer base, and a free trial that could lure users in.
Apple TV+ doesn't really offer anything radically new to streaming, giving users Apple Originals every month, and an ad-free on-demand service for up to six family members. However, the price difference might well be alluring for Netflix customers who are seeing their fees creep up while the number of outlets offering excellent TV only grows.
Arguably this year's biggest TV hits have come from outside Netflix, in HBO's Chernobyl, Succession and Euphoria, and the second season of BBC's Fleabag.
Netflix has had wins in the form of Russian Doll, their Fyre festival documentary and Ava DuVerney's Central Park Five case dramatisation When They See Us, but with Disney and Apple's streaming services launching imminently, and several more on the way, Netflix's competition is coming for their once-loyal user base.
In the last few years, streaming sites have been able to lure big name writing and directing talents by offering them total creative control on passion projects, not meddling in the way traditional studios often do.
While this has meant some of the most exciting names from the big screen migrating to the small, you're never quite sure what the result of this creative freedom will be. For every Oscar-winning marvel like Alfonso Cuarón's Roma on Netflix, there's a dull flop like Mad Men creator Matthew Weiner's The Romanovs.
But, as Apple will know from watching its soon-to-be competitors win awards for their success stories, having one tentpole series can be enough for users to stay. Both Hulu and Amazon Prime Video have earned multiple Emmy Awards for The Handmaid's Tale and The Marvellous Mrs Maisel respectively, off-setting series which have been received less favourably.
Apple TV+ only need one huge hit to make people's Netflix subscription feel less worthwhile, and they've got enough money to keep trying until they get one. Getting in on the streaming game is a shrewd move given how many of Apple's customers are currently watching Hulu, Netflix and Amazon Prime on Apple's phones, laptops and tablets.
Really, they want another reason to lure people into buying their hardware, hence the news that the streaming service will initially only be offered on Apple products and select Samsungs. Though they say vaguely that, "in the future, we’ll be bringing the Apple TV experience to even more smart TVs, streaming boxes, and streaming sticks."
Their other interesting move is Apple Arcade, a game streaming service which is priced at £4.99 a month. Having teamed up with some of the world's best developers, Arcade could offer a cheap alternative to the buying increasingly expensive individual games.
"Escape the Bermuda Triangle. Manipulate shadows. Rescue a prince. Survive high school," reads the blurb of what Arcade has on offer. It looks like here, too, Apple are throwing ideas at the wall until something sticks.
Next month Netflix's price hike will come into effect. A bold move given their rivals are getting ready to launch, but perhaps they realise their reign over streaming is coming to an end.
Like this article? Sign up to our newsletter to get more delivered straight to your inbox
You Might Also Like
