Despite the column inches surrounding the launch, it’s still not entirely clear as to how the service will run.
As long ago as 2010, Apple founder Steve Jobs described the Apple TV hardware as a “hobby”. With a $1 billion investment in content, Apple’s new ‘software’ service is anything but.
We believe the service will also include an extension of Apple’s news app and a movie and series. Apple acquired the five-year old Texture app a year ago – the platform currently offers a wide selection of magazines, electronically, for a monthly $9 sub.
Already on the content slate are a morning show drama with Reese Witherspoon and Jennifer Aniston. A CIA drama starring Captain Marvel’s Brie Larson and dramas from Star Trek producer JJ Abrams.
But it seems to be hard to believe that Apple will just go for a ‘me-too’ service, even if the headline writers feel obliged to include Netflix in the title. We know Netflix itself won’t be on the platform.
And the pricing structure will surely attract attention. Will it be a Netflix-like £7 a month or can we expect a bundle that’s more along the lines of Amazon Prime?
Previously the word was that Apple would make the service free-of-charge to those who have already bought the hardware. A fee now seems a more likely proposition.
And it’s now known that Apple has been in talks with Roku and smart TV manufacturers to place its service on third-party devices.
UPDATE. Full details of the Apple event are on our website now.