Apple officially delivers OTT service details | OTT | News | Rapid TV News
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After months of anticipation, Apple has announced Apple TV+, a streaming OTT service featuring exclusive original shows, films and documentaries, coming this autumn.
AppleTVplus 26May2019
The CE giant has been busy working on content deals, and it said on Monday that Apple TV+ will feature slate of programming from Oprah Winfrey, Steven Spielberg, Jennifer Aniston, Reese Witherspoon, Octavia Spencer, J.J. Abrams, Jason Momoa, M. Night Shyamalan, Jon M. Chu and more.

“We’re honoured that the absolute best line-up of storytellers in the world — both in front of and behind the camera — are coming to Apple TV+,” said Eddy Cue, Apple’s senior vice president of Internet Software and Services. “We’re thrilled to give viewers a sneak peek of Apple TV+ and cannot wait for them to tune in starting [in autumn]. Apple TV+ will be home to some of the highest-quality original storytelling that TV and movie lovers have seen yet.”

Additionally, Apple has debuted the all-new Apple TV app and Apple TV channels coming in May 2019. These will be available across iPhone, iPad, Apple TV, Mac, smart TVs and streaming devices. Users can subscribe to and watch new Apple TV channels — paying for only services they want, like HBO, SHOWTIME and Starz — all on demand, available on- and offline; get sports, news and network TV from cable and satellite providers; and purchase or rent iTunes films and TV shows.

Beginning in May, customers can subscribe to Apple TV channels à la carte and watch them in the Apple TV app, with no additional apps, accounts or passwords required. Apple TV channels include popular services such as HBO, Starz, SHOWTIME, CBS All Access, Smithsonian Channel, EPIX, Tastemade, Noggin and new services like MTV Hits, with more to be added over time around the world.

The app will also offer suggestions for shows and films from over 150 streaming apps, including Amazon Prime and Hulu, as well as pay-TV services such as Canal+, Charter Spectrum, DIRECTV NOW and PlayStation Vue. Optimum and Suddenlink from Altice will be added later this year.

Commenting on the development, Luke Bozeat, COO at MediaCom UK, noted, “As Apple looks to pour money in the video streaming market – and is in a strong position to do so – it will have to invest in original content that sets it apart from the plethora of choice available from both current and upcoming platforms.”

He added that original content might not be enough of a differentiator to persuade consumers to sign up, however.

“We might yet see Apple move down an Amazon Prime-esque route, offering customers exclusive discounts on its hardware and software in a bid to win over subscribers, and a new way to enjoy the Apple ‘experience,’” he said. “With so much investment from a company not known for content creation, this is a big risk, and one that will take time to understand the audience’s needs and wants. Having a huge user base already helps, but a strategy based on content partnerships with Hollywood directors and primetime platforms like HBO might yet be another long-term boon for the company. In a battle to create and host the best TV shows and films in town – and with so much content to choose from – the consumer may prove to be the ultimate winner here.”