to content spend for the service, per The Financial Times, but that figure was reported to be high, per sources to NBC's Dylan Byers.Apple's strategy — whether it preempts or exactly coincides with the Disney+ launch — could be aimed at piggybacking on household interest in Disney+. For context, Disney+ is also set to launch in November, with a November 12 rollout in the US, Canada, and the Netherlands, followed by a November 19 rollout in Australia and New Zealand.
Also mirroring Disney's strategy, Apple could launch a bundle of its own services. An Apple media services bundle would likely include all — or an a la carte mix — of Apple TV+ , Apple Music , Apple Arcade , and Apple News+ . Pricing across the services so far would put such a bundle at less than $35.
In this way, content becomes a marketing vehicle, luring consumers into the Apple ecosystem and entrenching Apple hardware in households as the primary, interoperable hub for accessing content. If the tech giant is successful, content itself becomes both gateway to and synonymous with content access.As the landscape increasingly fragments, bundling as a strategy will become an increasingly common theme for media companies and tech giants that can do so.
That could mean that companies combine various services under a single package — like Disney's bundle — but it could also mean that companies bring diverse content assets under a single service. For example, despite being a single service, Netflix itself has beenas a consummate"bundle" because it offers subs lots of diversified content — including from a range of media companies — at a low price point.
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