After committing over $1 billion to develop and launch a new streaming media service, Apple is prepared to announce the service at a press event tomorrow, March 25. It was once thought to be a competitor to Netflix, but more recent leaks have suggested that it might actually be more like Amazon Prime Video, where there is original and licensed content available directly, but you can also add on additional channels. It is somewhere between their existing Apple TV app, and the idea that Avram has been asking for over the past few months.
Rather than paying one-off bills to each streaming platform, you can pay Apple once for whichever services you want. Well, sort of. That's because the service appears to be moving forward without the most important partner: Netflix. That's because Netflix is not interested in giving up the control that Apple seems to be requiring. Netflix CEO Reed Hastings said,
We want to have people watch our content on our service. We've chosen not to integrate into their service.
Based on some recent reports, Apple is actually planning on requiring partners to stream their content through Apple's servers, which would give Apple access to streaming statistics that would normally not be available to them. They would be able to use that data to decide what types of original content they want to produce with the $1 billion+ they set aside. That data could then pose a threat to the services that integrate into the system, as Apple will then use their customer data to compete against them directly.
It has long been a rule for content creators, especially online, that you should control your distribution methods. For podcasters, that means using your website as your primary fan point of contact. For streaming services, that means not allowing another service to control your stream. For newspapers, that means making sure people read your content on your own site. That's why even The New York Times is warning publishers against the service, which is rumored to also include newspapers.
We'll find out more about the service in just a few hours, including who will and will not be participating.