Apple to take on Netflix with a TV streaming service launching TODAY

Apple to take on Netflix with a TV streaming service launching TODAY

  • The subscription service offer on-demand streaming with original content 
  • Apple’s services revenue is up 19% compared to a 15% drop in iPhone sales
  • It’s behind the curve in a market dominated by Netflix, Amazon and HBO  
  • Steve Jobs had the idea before his death but it’s taken another 8 years to happen
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A live conference at Apple’s headquarters in California at 5pm GMT (10am PDT/1pm EDT) will launch a new Apple streaming service aimed at rivalling the successes of Netflix and Amazon. 

The subscription-based service will offer a similar model of on-demand content including original shows and movies created by in-house studios. 

The announcement comes amid declining sales of Apple’s main revenue generator, the iPhone, as well as a number of recent updates to its other flagship products. 

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A live conference at Apple’s headquarters in California today is expected to introduce a new TV and film streaming service to rival Netflix and Amazon. The subscription-based service will offer a similar model of on-demand content including original shows and movies (stock)

Apple is beginning to focus on the services aspect of its business in the wake of falling iPhone sales. 

It’s services revenue is on the rise, up 19 per cent to around £$1 billion (£8.3bn) in its most recent quarterly financial report compared to a 15 per cent drop in phone sales. 

But it’s late to a market dominated by Netflix, Amazon and HBO, which launched streaming while Apple stayed focused on iPhones, iPads and computers.

While co-founder Steve Jobs began toying with the idea of building a powerful TV business before his death in 2011, it as taken CEO Tim Cook nearly eight years to bring it to fruition. 

The original series on the new Apple service reportedly cost Apple more than $1 billion, which is far less than Netflix and HBO spend each year. 

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‘Apple is very late to this game,’ eMarketer analyst Paul Verna said.

‘Netflix has become the gold standard in how to create and distribute content, using all the data they have about their viewers.’

Netflix’s prowess has attracted 139 million subscribers worldwide. 

But Apple will have several other competitors fighting for consumers’ dollars. 

Tom Chapman, associate consultant at OC&C Strategy Consultants, said: ‘The issue here is that market cannot support many more of these services.

‘Hulu, Disney, Britbox, Prime Video, and a string of specialist services such as Curiosity stream and DAZN are already overburdening consumers with choices as it is.

‘Apple has three major advantages over Netflix and other existing providers however. First, their hardware ecosystem is a force to be reckoned with, combining Apple TV, iPhones and iPads with Airplay technology will provide consumers with a truly seamless experience.

WHAT SHOWS WILL BE AVAILABLE ON APPLE’S NEW NETFLIX-RIVAL STREAMING SERVICE?

Apple is making a billion-dollar bet on its own on-demand television service that is tipped to launch in 2019.

The streaming platform, which will rival popular services Netflix and Amazon Prime Video, is set for release as early as next March, reports suggest.

Since October 2017, the firm has bought a dozen projects – nine of which have been green-lit for a full series.

The shows are backed by a budget that is set to top $1 billion (£760 million).

The programming would only be available on a subscription channel, most likely bundled with the company’s existing Apple Music streaming service. 

They include —

  •  A psychological thriller by ‘The Sixth Sense’ director M. Night Shyamalan about a couple searching for a lost child.
  •  A drama series about a network morning show starring Jennifer Aniston and Reese Witherspoon.
  •  A series on the life of hip hop magnate Dr Dre called Vital Signs.
  • A drama series from ‘La La Land’ director Damien Chazellae.
  • A revival of Steven Spielberg’s critically acclaimed 1985 anthology series ‘Amazing Stories’.
  • A space drama from Battlestar Galactica creator Ronald D. Moore.
  • The company is also working on projects with comedienne Kristen Wiig and Academy Award-winning actress Octavia Spencer.

According to sources close to the project, several of the projects have been delayed by Apple, which has pushed back on mature content.

M. Night Shyamalan’s show has reportedly been pushed back because Apple requested the removal of crucifixes from the house of the main characters.

The news network drama series has also been pushed back because execs were hoping for a more ‘upbeat’ show.

Vital Signs has been cancelled completely after Apple CEO Tim Cook took issue with scenes featuring cocaine, an orgy and ‘drawn weapons’.

‘Second, Apple’s existing billing relationship with customers means it will be easy to drive sign-ups.  

‘Third, much like Amazon, Apple TV’s proposition is one small part of the company’s broader strategy to lock consumers into its hardware and content ecosystem. 

‘As a result, it can make competitive pricing decisions to undercut its rivals.

‘As for Netflix, their market share is vulnerable to erosion as new services such as Apple’s launch and grow.’ 

Walt Disney Co. is also launching its own service this year, armed with an imposing library that became more formidable with its purchase of 21st Century Fox’s films and TV series. 

AT&T is debuting another streaming service built around HBO.


Apple announced last week that the iMac was being given its first facelift since mid-2017, involving major updates to its speed, graphics performance and display 

Apple has plenty of money to spend, though, with about $245 billion (£186bn) in cash and marketable securities.

It must prove itself attractive to Hollywood even without a track record for supporting high-quality programming and then ensuring it gets widely seen.

As part of its efforts to make quick connections, Apple hired two longtime Sony television executives, Jamie Erlicht and Zack Van Amburg, in 2017. 

They have reportedly signed up stars such as Oprah Winfrey, Steven Spielberg and Jennifer Aniston.

A drama series about a network morning show starring Jennifer Aniston and Reese Witherspoon as well as a psychological thriller by ‘The Sixth Sense’ director M. Night Shyamalan are on the list of original content to be on offer. 

The subscription announcements will come in the wake of a number of surprise device updates announced by the firm last week.

Apple’s Airpods 2 

The second generation AirPods look exactly the same as the original version, but its new H1 chip allows for faster connect times, the ‘convenience of hands-free ‘Hey Siri,” and 50 per cent more talk time compared to the first-generation wireless headphones, the firm said.  

Prices start at $159 (£159) and go up to $199 (£199) for AirPods with wireless charging case.  

H1 chip allows for speedier connectivity, 50 per cent longer battery life compared to the original AirPods, as well as hands-free ‘Hey Siri’ activation. 

Siri integration lets users change songs, make a call and adjust the volume with just their voice.  


The AirPods come with either the standard case or Apple’s new wireless charging case. Users who already own AirPods can also purchase the wireless charging case on its own for $80 (£61)


CEO Tim Cook on Wednesday teased the new AirPods announcement by sharing a bizarre photo of the headphones on an iPad. The firm also released updated Macs and iPads this week

Apple iMac with Retina display

 Two new models of the iMac, which was given its first facelift since 2017 is available for pre-order. 

Major updates have been made to processing speed, graphics performance and display resolution.

The 21.5-inch iMac will be 60 per cent faster with prices starts at $1,299 (£1,249), while the 27-inch model starts at $1,799 (£1,749) and will operate 2.4 times faster.

Graphics performance will also be up to 80 per cent faster on the 21.5-inch edition and 50 per cent faster on the 27-inch version.


the 21.5-inch screen iMac now features 8th-generation quad-core, and for the first time 6-core processors, delivering up to 60 per cent faster performance. It also comes with Radeon Pro Vega graphics, delivering up to 80 percent faster graphics performance. Retina 4K and 5K display on the 21.5-inch and 27-inch model respectively

Apple 10.5 inch ipad Air and iPad mini 5  

Apple has launched its first iPad mini in nearly four years and a new ipad Air, both of which comes with Apple Pencil. 

 The 10.5-inch iPad Air and 7.9-inch iPad mini 5 are now available to pre-order for $399 (£399) and $479 (£479), respectively. 

The 21.5-inch iMac will be 60 per cent faster with prices starts at $1,299 (£1,249), while the 27-inch model starts at $1,799 (£1,749) and will operate 2.4 times faster.

 Both devices have been upgraded to house Apple’s latest A12 Bionic chip, which the tech giant says has given it three times the performance power of the previous generation, as well as graphics processing that is ‘nine times faster’.

The Air is also fitted with a True Tone display screen, which Apple claims is 20 per cent larger than previous models, despite being only 0.24 inches (6.1 mm) thick and weighing only 1 pound (456g).


The 10.5-inch iPad Air (pictured) and 7.9-inch iPad mini 5 are now available to pre-order for £399 and £479, respectively


Apple has revealed its first new iPad mini (right) in nearly four years, complete with support for the firm’s Apple Pencil stylus

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