Apple TV Plus is latest Apple 'service' offering announced

Apple is making announcements at its headquarters in Cupertino, California, at a celebrity event featuring Steven Spielberg, Jennifer Anniston, Reese Witherspoon and Steve Carell.
The iPhone has long been Apple's main product and the main revenue generator, but sales are starting to decline.

Apple has announced a new broadcast service, Apple TV Plus, which will host its original programs and movies and could compete with Netflix, Amazon and cable TV.

Apple announced the announcement at its Cupertino, Calif. Headquarters at an event featuring celebrities such as Steven Spielberg, Jennifer Anniston, Reese Witherspoon and Steve Carell. The iPhone has long been Apple's main product and the main revenue generator, but sales are starting to decline. The company generates digital subscriptions as it seeks new growth.

The company also presented details of its news subscription service, Apple News Plus, as well as a new credit card.

The press service costs $ 10 a month and includes about 300 magazines and some of the major newspapers, including the Wall Street Journal and the Los Angeles Times. The announcement was missing from other major newspaper publishers, who would have been wary of Apple's terms. Apple says that advertisers will not follow readers within the app. This sets it apart from Facebook and Google, the other major online news centers.

The company also announced the launch of a MasterCard credit card called Apple Card. It will integrate Apple Maps to tell users where they are spending money, but at the same time, Apple says they will not know where to spend or where.

You will not have annual fees or late fees and you will offer a 2% refund. Other cards also offer cash rewards.

But the biggest problem was his video service. Apple also announced Monday that its Apple TV application bundled various transmission services and traditional cable subscriptions.

Netflix, which did not appear at the presentation of Apple, transformed several years ago the "binge watching" in a world phenomenon. Apple's new video service should offer original television programs and movies that cost more than $ 1 billion, much less than Netflix and HBO expenses each year.

The creation of TV shows and movies that can be viewed on any device has made Netflix a major player in both Silicon Valley and Hollywood.

But Apple remained focused on making gadgets: iPhones, iPads, computers and its Apple TV transmission box for TVs. Apple's co-founder, Steve Jobs, started playing with the idea of ​​creating a powerful TV business, but he could not do it until his death in 2011. It took his successor nearly eight years, CEO Tim Cook, to write the script that the company will now try to execute.

"Apple is coming very late in this game," said Paul Verna, an analyst at eMarketer. "Netflix has become the benchmark for creating and distributing content, using all the data they have on their readers."

Netflix's skills have attracted 139 million subscribers worldwide. But Apple will have several other pocket competitors fighting for the consumers' money. Amazon has also become a formidable force in video streaming. Walt Disney Co. will launch its own service this year with an impressive library, which has become even more exciting with the purchase of 21 st Century Fox movies and television series, as well as another broadcast-based service. HBO.

However, Apple has a lot of money to spend, with about $ 245 billion in cash and marketable securities. This should appeal to Hollywood, even without a track record that supports high-quality programming and then ensures wide distribution.

As part of its effort to establish fast connections, Apple has hired two Sony TV execs, Jamie Erlicht and Zack Van Amburg, in 2017. Stars such as Steven Spielberg, Ron Howard and Sofia Coppola have been recorded. on Monday

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