Apple Mulls monthly streaming rate of $ 10, $ 6 billion alignment for content, reports say – Deadline

Apple plans to charge $ 10 a month for its Apple TV + streaming service and has set aside $ 6 billion for content, according to two reports released Monday night.

Bloomberg, citing unidentified sources, said the company was considering a monthly subscription of $ 9.99 for the streaming service, which she hopes to launch in November. Although the report says that a free trial could be offered, the notion of a subscription contradicts in every respect a widespread theory that the tech giant could offer free original programming to anyone with a device Apple. The huge installed base of the company was discussed in March at a promotional event held at the Cupertino headquarters in California. "They are in a billion pockets," said Oprah Winfrey, one of the many leading content partners.

Apple TV + will also be available via some connected third-party TV devices and will feature other companies' streaming applications in addition to Apple's originals. In fact, managing the streaming activity and collecting associated service fees, as is the case with music streaming and the App Store, are central to Apple's strategy. .

The Financial Times, announced that the company had reserved $ 6 billion for programming, but without specifying the timing of this budget. Nevertheless, this figure would represent a considerable leap from the $ 1 billion originally made available to Jamie Erlicht and Zack Van Amburg, former Sony executives recruited to lead Apple's streaming business. Netflix continues to dominate all consumers, injecting $ 15 billion into hundreds of television programs and movies.

Apple declined to comment on the reports when contacted by Deadline. The company's efforts to participate in the streaming derby have been an enigma for Hollywood even after the March event, which featured a parade of stars, but few sequences or details about the launch plans. Erlicht and Van Amburg are well-respected veterans of the television industry, but have generated frustration from some partners and studios, given the uncertainties that persist as the date approaches. launch. Apple has long maintained an aura of secrecy around many of its new offerings before they debut, of course. But the style of Silicon Valley requires a lot of adjustments on the part of Hollywood.

Disney, on the other hand, opted for a more complete clarity, detailing its financial plans and expectations for Disney + during a day of investor in April. The service will be launched on November 12th.

On Monday, Apple released the full trailer for The morning show, his expensive drama starring Jennifer Aniston, Reese Witherspoon and Steve Carell. Citing unidentified sources aware of the budget of the series, the FT said its budget of "hundreds of millions" exceeded that of the last season of HBO Game of throneswhich cost $ 15 million per episode.

Once Disney + is up and running, WarnerMedia and NBCUniversal's still-unnamed and advertising-funded HBO Max services will debut in the spring of 2020.

Pricing is a key element in intensifying competition in the streaming industry. Disney + will cost $ 7 per month and will be part of a $ 13 per month package alongside ESPN + and Hulu's basic on-demand version. Most Netflix subscribers pay US $ 13 in the United States. WarnerMedia has not confirmed HBO Max pricing, although it is expected to be slightly above the current $ 15 for HBO Now. NBCU, on the other hand, seeks to take advantage of the well-established economic model of traditional television. It will make its streaming service free for Comcast and Sky subscribers, but will broadcast ads along with programs.