Apple enters the original content game. At an event held at its Cupertino, Calif. headquarters, the company announced a new streaming service called AppleTV +, which will host a selection of TV shows and exclusive movies produced by the giant's technology.
Apple has long praised and sold entertainment via iTunes, but today's announcement marks the first time that the company is seriously committed to producing its own video content. Apple's first original shows were Karaoke ridesharing and Planet apps. Today, he has expanded his programming offering to dozens of new star shows.
Apple TV + arrives this fall in more than 100 countries, via the new Apple TV app and smart TVs. The price of the service has not been announced yet.
Unlike Netflix, which prides itself on bringing actors out of darkness and by making them starsApple relies heavily on well-known names, such as actors Jennifer Aniston, Reese Witherspoon and Octavia Spencer, to draw audiences. Directors Steven Spielberg, J.J. Abrams, Sofia Coppola, Ron Howard, Mr. Night Shyamalan and Damien Chazelle also made appearances in a trailer featuring the new service. Apple considers its service as "the destination of originals of the highest quality".
Spielberg, Abrams, Aniston and Witherspoon, along with actors Jason Momoa and Kumail Nanjiani, appeared on stage during the event. Oprah was the surprise "one last thing" from the announcement.
The media giant brings a documentary, an untitled series, and conversations between the host and the writers of the Oprah Book Club selections on the Apple platform.
Part of Apple's programming includes: a reboot led by Spielberg Amazing stories; The morning show, which is a "special point of view among people who help wake up America every day," with Steve Carrell, Aniston, and Witherspoon; See, a postapocalyptic series about the survivors of the human race, starring Momoa; Little America, a series of anthologies on immigrants arriving in the United States; a preschool show focused on coding produced by Sesame Workshop; and J. J. Abrams has produced a show about a singer starring Sara Bareilles.
The company is facing strong competition in the sector.
The massive catalog of Netflix and its more than 130 million subscribers worldwide are the pioneers of streaming. Amazon Prime offers award-winning hits like The wonderful Mrs Maisel alongside many benefits such as free shipping, streaming music, etc. The next Disney + streaming service, which will include Disney, Pixar, Marvel and Star wars content, should also be launched later this year, as well as WarnerMedia's own platform, which will include content from HBO, Turner and Warner Bros.
Apple's advantage lies in its ability to preload the service on millions of iPhones, iPads and Apple TVs and offer a discount to make its equipment even more attractive. The company's focus on services can help it recover lost revenue from weak iPhone sales. For the first time in 16 years, Apple has issued a warning on the results, reducing revenue forecasts, attributed to the slowdown in growth in China.
Apple has also redesigned its TV application, which now includes your cable subscriptions (via providers such as DirectTV or Spectrum) and streaming services (such as Hulu or Amazon Prime). AppleTV Channels is a new subscription service that allows you to sign up, pay for channels of your choice (like HBO or CBS) and watch content without ads.