Apple Quietly Launches New Streaming Service

Apple Quietly Launches New Streaming Service

Apple’s highly-anticipated video streaming service Apple TV+ is finally live.

Available for $7.99 per month, Apple TV+ hosts original content featuring the likes of Oprah Winfrey and Jennifer Aniston.

“Audiences in over 100 countries and regions can now enjoy Apple TV+, home to an all-original lineup of powerful shows and movies from today’s greatest storytellers,” said Apple SVP of internet software and services Eddy Cue.

“It was important for us to make it easy for everyone to watch across all their favourite screens, so Apple TV+ is the most broadly available Apple service ever from day one.”

With around 110m iPhone users just in the US and many millions more around the world, Apple has a huge potential userbase for its new service.

Despite this, the launch of Apple TV+ has been relatively subdued when compared with Apple’s usual marketing fanfare.

Details of Apple’s online advertising spend reveal the streaming service was a low priority for the company when compared with the new iPhone.

Apple spent $US1.7 million on 139 unique digital ads for ‌Apple TV‌+ in October, and $US2.3 million for 245 separate iPhone ads, according to Pathmatics.

Similarly, according to data from iSpot.TV, Apple spent $US14.9m on TV advertising in the for Apple TV+ in September, compared with $US28.6m on ads promoting its new iPhones.

In October, the company spent $US19.9m on TV commercials for Apple TV+ abd $38.6m on iPhone TV ads.

While the allocation of marketing budgets is no doubt reflective of the revenue Apple expects to make from each product (the iPhone still accounts for around 50 per cent of Apple’s total revenue), Apple currently has the chance to win subscribers before Disney+ launches on 19 November.

An Apple spokesperson told B&T there is no data available at this stage in regard to Apple TV+ subscribers or viewership.

However, there are many iPhone users who will now have a free year’s subscription to Apple TV+.

Earlier this year Apple announced that anyone who bought an iPhone, iPad, iPod touch, Apple TV, or MacBook from September 10 onward (for a limited time) would get a free year of Apple TV+.

To activate the free subscription, eligible users simply download the app, ensure they are signed in with the Apple ID associated with the new device and tap “Enjoy 1 Year Free”.


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