Apple presents a new contest for Netflix

ILast week, there was a real fireworks of Apple novelties. On Monday, the electronics company presented the next editions of its iPad tablet computer Tuesday new iMac computers and the second generation of Airpod wireless headsets.

Apple has done a lot of stories, but none of these products. The band has announced without big event, as they often do when they present new material.

This is probably because Apple thinks it has more important news in the box at the moment. As Monday, the company plans to hold an event at its headquarters in Cupertino, California, but it should not be material.

Competition for Netflix?

The invitation featured "It's show time" and a video animation presents a countdown ("4 … 3 … 2") similar to an old movie. Apple is expected to present a video platform that could become a competitor of Netflix. So-called Hollywood celebrities, Apple has agreed to propose projects with big names in the entertainment industry, including actresses Jennifer Aniston and Reese Witherspoon, television star Oprah Winfey and directors Steven Spielberg and M. Night Shyamalan.

And that may not be all, as we expect Apple to introduce a new pay message offering as well. Perhaps the group will also discuss his credit card projects, which he wants to present with Goldman Sachs Bank. The "Bloomberg" news agency said that Goldman Sachs' CEO, David Salomon, would be in the crowd on Monday, though it is not yet expected that he will also come on stage.

The big staged expected shows the ongoing transformation for Apple. The company is best known for its electronic devices, primarily the iPhone, which still account for more than 60% of total revenue. But the iPhone business is not working as well as it used to. In the last quarter, Apple's flagship product fell 15%.

CEO Tim Cook explains this by saying that customers keep their equipment longer than in the past. This weakening of iPhones contrasts with the rapid growth of services. These include revenue from the App Store, in which are sold programs for devices such as the iPhone, as well as the Apple Music Music platform or the Apple Pay payment service. Sales of these offers have recently increased by almost 20%. They also bring profit margins much higher than those of physical products. And for their growth, it's not very important that Apple customers always buy new devices, but only that they even have them. With the release of services on Monday, the group hopes to further develop this activity.

To what extent will the new video platform constitute a frontal attack against Netflix and other vendors such as the online retailer Amazon.com with its "Prime Video" service, is for Not very clear moment. Although the group, like these competitors, produces its own emissions and has already spent according to media more than a billion dollars. But this is nothing more than Netflix's budget for its content, which is now several tens of billions a year.