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Apple invests $ 2 billion and asks Netflix to fight
Apple-Muskelspiel: The streaming service "tv +", your own credit card, news offers and SpieleApp to make the most valuable company in the world even more valuable
Hollywood power focused on Apple: Steve Carell, Reese Witherspoon and Jennifer Aniston in their series on "TV +" (AFP) Image: APA / AFP / Noah Berger
Canadian singer-songwriter Carly Rae Jespen rang yesterday at 6 pm Central European Time at the "Steve Jobs Theater" in Cupertino, California. A few seconds later, Apple's boss, Tim Cook, greeted on stage to announce the latest discoveries of the world's most valuable company, adorned with a huge parade of Hollywood stars. Apple's motivation is obvious: the Silicon Valley giant wants to emancipate from the supersaturated smartphone market since the decline in its iPhone revenues and open up a new growing market: the huge activity with subscription services and financial services – streaming TV Provider "tv +" via "Arcade", the new games corner of the App Store, to the administrator of the payment system "ApplePay" and "AppleCard".
Together with GoldmanSachs
For their own credit card, the US investment bank GoldmanSachs has teamed up. The digital card, which also exists physically and will be in titanium, can be used worldwide and has low interest rates, including a bonus system (AppleCash): for every purchase with an iPhone or AppleWatch, the customer must be credited with 2% of the purchase price.
"Apple also wants a service that can beat Netflix," said an Apple insider at the "Wall Street Journal." House name of this operation: "Netflix killer". The director, the superstar Steven Spielberg, has taken over the concept of "television channels" (collection of selected channels) and the "tv +" serial broadcasting service, whose characteristics are strikingly reminiscent of the Netflix platform. "Great experience for all generations," says Spielberg.
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"Everyone pays what he sees"
"Tv +" is an advertising-free subscription service for Apple's exclusive productions. The service will be active in over 100 countries and will be launched in the fall. And how much does the offer cost? This remains secret for the moment: "Everyone pays what he sees," they say. For its own content, Apple alone in 2019 has already invested two billion dollars.
The director goes, the actresses Reese Witherspoon and Jennifer Aniston appear with their colleague Steve Carrell and present their exclusive show on Apple: "The Morning Show" is his name and talks about the experiences of women at the place of job. Finally, legendary talk shows, Oprah Winfrey, will be present to present two documentary films on Apple's new streaming platform. Where Winfrey appears, even the books are not far away. She wants to reach a billion people with her reading club via Apple. The entertainment sector has little more power to offer.
Soon 650 million customers
The market research IHS Markit has calculated that already in 2021, 650 million customers worldwide have already subscribed to online video services such as Netflix and Amazon Prime. By way of comparison, in 2016, there were another 290 million. And the boss of Apple, Cook, may have put a damper on the water: since 2013, the number of paying Netflix subscribers in the world has increased sixfold, by the end of 2018, to reach a little under 140 million.
To keep up, Netflix needs to invest heavily: by the end of 2018, streaming content obligations were $ 19.3 billion. This is the money that Netflix has spent on productions, but has not yet to account for a loss. Apple is also entering a competition that will become even more dramatic in 2019: Warner's streaming service, "WarnerMedia on air", is also due to launch this year. This may harm Netflix customers. Many Warner content will no longer be available via Netflix, including popular series such as Riverdale, Supernatural and The Big Bang Theory.
Series already rejected by Apple
The severity of Apple's content efforts proves productivity, accelerating Apple CEO Tim Cook. For series and films, Apple has signed with Jamie Erlicht and Zack Van Amburg successful series such as "Breaking Bad" and "Better Call Saul", two top Hollywood managers. Steven Spielberg's reissue of his "Incredible Stories" is almost over. At the end of 2018, the mysterious series "Are you sleeping?" Was shot with Octavia Spencer.
The sci-fi series "For All Mankind" from "Star Trek" producer Ronald D. Moore is also in the box, as are the two seasons of "The Morning Show" with Jennifer Aniston and Reese Witherspoon. In the United States, the engagement of the talk star Oprah Winfrey is read as an Apple policy message. It is considered a harsh criticism of US President Donald Trump.
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