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Netflix CEO Reed Hastings confirmed Monday at a press conference in Los Angeles that his company would not participate in Apple's next video service.
"Apple is a great company," said Hastings. However, Netflix wanted to control her experience within her own application, which is why she was not working with Apple. "We chose not to integrate their services."
It is generally expected that Apple will give the world a first glimpse of its still unexpected video service at a press event held on its Cupertino campus early next week. In addition to presenting some of its own original programming, Apple should also resell other subscription services, such as Starz and Showtime, as well as Amazon with its video subscription market Channels.
Netflix's decision to abstain from Apple's service is no surprise to industry insiders: the company has always been extremely protective of its own application experience and is not no longer part of Amazon Channels or the Roku video subscription market.
During a 30-minute question-and-answer session with reporters from around the world, Hastings also touched on a number of other topics, including his vision of the competitive landscape. When asked how Netflix could compete with companies like Apple and Amazon that clearly have a lot more money to spend, Hastings joked, "With difficulty."
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He added that his company has been competing with Amazon for streaming since the two companies launched online video services about 15 years ago. "You do your best when you have big competitors," he said. But Hastings also had to admit that the increased competition had a direct impact on Netflix's expenses. "It is clear that the source of content is becoming increasingly expensive," he said.
Hastings also had a candid answer to a question about the company's projects in the Chinese market. "We will be stuck in China for a long time," he said. At one point, Netflix had hoped to enter China through a joint venture with a local partner, but Hastings on Monday highlighted a number of Western services that were forced to close in the country, including the store. iTunes Movies from Apple.
Finally, Hastings had a somewhat surprising answer about attempts to strengthen the regulation of technology companies. "We are largely a technology-driven content company," he said, saying that Netflix is currently spending a lot more on content than on technology.
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