Apple launches Apple TV + and Apple TV Channels for cable cutters, integrated into the TV application



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At Apple's March Special Event, Apple unveiled Apple TV Channels' long-awaited video broadcast service to the world, along with an up-to-date Apple TV application, making it available across Apple's range of devices including Mac.

Apple's new Apple TV app is an evolution of the "a-la-carte" model, with Apple promising you can only pay for what you want, watch it in an app, online or offline, with family sharing activated from the beginning.

Tim Cook said that Apple has been bringing us TV for over a decade. "We did it because we love TV," he said. "TV is more than entertainment, it's cultural. TV, at its best, enriches our lives and we can share it with people we love."

"With so many options, however, it's sometimes hard to know where to start. That's why we created the Apple TV app, so you can spend less time looking for something to watch and more time enjoying."

Cook brought Peter Stern, Vice President of Apple Services, to detail the new service he described as a new experience. "A new TV experience where you only pay for the channels you want," Stern said. "All in one application.With the password you already have.Watch it all on demand and with no ads.Tell your programs to take with you anywhere.Enjoy the best picture and sound quality available.This is how the TV should work., With Apple TV channels. "

Stern has announced that the newly redesigned Apple TV is coming to the Mac "this fall." It will also be added to smart TVs, including Roku.

Currently, the Apple TV application is available in 10 countries, Stern said. "We are bringing the experience to the countries," he concluded.

Apple TV +

In addition to presenting an updated application that brings the current services, Apple also introduced its new programming under the name Apple TV +.

    Cindy Lin, director of program management, demonstrates the new Apple TV application

Cindy Lin, director of program management, demonstrates the new Apple TV application

This story is breaking. Frequently update to the latest details

The new streaming service is far from the first time Apple has used video or charged us for it. The company was famous for releasing videos on the Internet with its QuickTime software and the 1999 premiere of "Star Wars: Episode I: The Phantom Menace" Trailer B online.

The success of this trailer was such that Steve Jobs described at the time as the greatest download in the world of all time. It was also sufficiently high quality and quite popular that to do this day, Apple has a Movie Trailers website which regularly releases new promotional videos.

This popularity with both the public and movie producers may have helped when Apple wanted to add video to the iTunes Store.

Initially, the video was available on iTunes from the beginning of 2005, but only as a way to include the "Making Of" bonus along with purchases of certain albums. When iTunes 6 was announced in October 2005, it officially added the ability to purchase video items.

At the launch, the videos totaled six Pixar shorts, about 2,000 video clips and videos from various Disney series, such as "Desperate Housewives."

"We're making for the video what we did for the music – we're making it easier and more affordable to buy and download, play on your computer and take it with you on your iPod," said Steve Jobs, Apple's CEO.

This reference to music was quite deliberate. By this time in 2005, iTunes had transformed the music industry and showed record companies that people were willing to buy music for download.

Steve Jobs was telling the industry that this was how movie and TV sales went, too, and he was right. In 2012, Apple provided approximately half of all online sales or movie rentals.

This did not last, however, until 2017 AppleInsider was reporting that streaming video from rival companies was affecting Apple's market share. Also, even in late 2017, there was news from Disney entering the streaming market as well.

Disney is launching its own streaming service

Disney is launching its own streaming service

By 2019, Disney's offer appears to be even more competing as the company recently spent $ 70 billion acquiring 21st Century Fox and its library of materials.

The new Apple service is officially the first time in streaming videos and the first time it creates an entire schedule. It's true that its $ 1 billion in new shows represent its biggest investment in video, but Apple has done shows before.

Throughout its history, it has made videos about its products, but also tried to create programs like the hit "Carpool Karaoke", which derived from a repeated segment of "The Late Late Show with James Corden."

He also had the flop "Planet of the Apps".

Apple has also been streaming video before. Although in theory when you buy or rent a video from the Apple Store, it downloads to your device, which is not always the case. When Apple added movies to 4K resolution, it admitted that it was just streaming from them, not making them available for download.

So, of course, Apple is now well versed in how to broadcast their event presentations – including that of March 25 – in which many people watched online. Quite a few people watch that the transmission is not successful. Apple notoriously had serious problems with the streaming of the company's talk in September 2014 and was ridiculed by Samsung.

As high as the viewing numbers of these events should be, they probably will not be a fraction of what Apple will expect with the general public watching their new streaming video service.

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