Apple invests $ 2 billion and tells Netflix to fight


Apple invests $ 2 billion and tells Netflix to fight

Apple-Muskelspiel: The streaming service "tv +", credit card itself, news offers and SpieleApp to make the most valuable company in the world even more valuable

Apple invests $ 2 billion and tells Netflix to fight

Hollywood power concentrate for Apple: Steve Carell, Reese Witherspoon and Jennifer Aniston in their "tv +" series (AFP) Image: APA / AFP / Noah Berger

"Now That I Found You," by Canadian singer-songwriter Carly Rae Jespen, sounded yesterday at 6pm Central European Time at the "Steve Jobs Theater" in Cupertino, California. Seconds later, Apple boss Tim Cook waved on stage to announce the latest discoveries of the world's most valuable company, adorned with a huge parade of Hollywood stars. Apple's motivation is obvious: the Silicon Valley giant wants to emancipate itself from the supersaturated smartphone market from declining iPhone revenue and opening up a new growth market: big deals with pay-TV and financial services – from open TV Provider "tv +" via "Arcade", the new game corner in the App Store, to the administrator of the "ApplePay" and "AppleCard" payment system.

Together with GoldmanSachs

For its own credit card, the American investment bank GoldmanSachs teamed up. The digital card, which also exists physically and will be made of titanium, can be used all over the world and attracts low interest rates, including a bonus system (AppleCash): for every purchase with an iPhone or AppleWatch, the customer must receive two percent of the purchase price.

"Apple also wants a service that can outperform Netflix," an Apple employee in the Wall Street Journal said today. Name of the house of this operation: "Netflix killer". Director-superstar Steven Spielberg has taken on the concept of "TV channels" (collection of selected TV channels) and the "tv +" series streaming service, whose features are incredibly reminiscent of the Netflix platform. "A great experience for all generations," says Spielberg.

"Everyone pays for what he sees"

"Tv +" is an ad-free subscription service for Apple-only productions. The service will be active in more than 100 countries and will be launched in the fall. And what does the offer cost? This remains a secret for now: "Everyone pays what they see," they say. For its own content, Apple alone in 2019 has invested two billion dollars.

The director leaves, the actresses Reese Witherspoon and Jennifer Aniston appear with their colleague Steve Carrell and present their exclusive show from Apple: "The Morning Show" is her name and it is about the experiences of women in the workplace. Finally, talk show legend Oprah Winfrey will be on hand to present two documentaries on Apple's new streaming platform. Where Winfrey appears, even the books are not far away. She wants to reach up to one billion people with her book club via Apple. More power than the entertainment industry hardly offers.

650 million customers will soon be

Market researcher IHS Markit estimated that by 2021 already 650 million customers worldwide may have signed up for online video services such as Netflix and Amazon Prime. In comparison, in 2016 there were still 290 million. And another number that Apple's chief Cook may have made watery: since 2013, Netflix's number of paying subscribers worldwide has increased more than sixfold by the end of 2018 to just under 140 million.

To keep pace, Netflix should invest heavily: by the end of 2018, streaming content obligations were $ 19.3 billion. This is the money that Netflix has spent on productions, but it still does not have to post as a loss. Apple is also exploding in a competition that will become even more dramatic in 2019: Warner's streaming service, "WarnerMedia on Air," is set to be released this year as well. This is likely to hurt Netflix customers. Many Warner content will no longer be available via Netflix, including popular series such as Riverdale, Supernatural and The Big Bang Theory.

Series that Apple has already rejected

How serious Apple means by its content efforts, proves productivity, stressed Apple boss Tim Cook (pictured below). For series and film efforts, Apple has signed with Jamie Erlicht and Zack Van Amburg, the hit series "Breaking Bad" and "Better Call Saul," two top Hollywood executives. Steven Spielberg's reissue of his "Incredible Stories" is in the making. By the end of 2018, the mystery series "Are You Sleeping?" It was filmed with Octavia Spencer.

Star Trek's science fiction series "For All Mankind," Ronald D. Moore, is also in the box – as well as two seasons of "The Morning Show," starring Jennifer Aniston and Reese Witherspoon. Presenter Oprah Winfrey's commitment is read in the US as a political message from Apple. She is considered a sharp critic of US President Donald Trump.

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