The Apple TV+ and Apple TV Channels will not supplant Netflix but may give pay-TV providers pause for thought

The impact of Apple TV+ will depend on both the generation of loyalty through preferential pricing for Apple device users and acquisition.

Apple announced, at a keynote event in March 2019, that it would launch its OTT video platform Apple TV Channels in May 2019 and, later in 2019, its subscription service Apple TV+. Both services will be accessible through an app and via a set-top box (STB). Apple TV Channels will allow customers to access third-party subscription content and Apple TV+ will feature exclusive content from celebrities such as Oprah and Steven Spielberg. Pricing has yet to be announced for either service. Apple is entering a highly-contested market and may struggle to achieve synergies between its OTT video services and its device business. This article explores Apple’s strategic position within the video market and what this might mean for pay-TV providers.

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