Apple takes over serving and hosting duties for new video service

by Ben Pena March 25, 2019, 0:39
Apple takes over serving and hosting duties for new video service

Steve Jobs famously said years ago that he had "cracked the secret" to revolutionizing television, and after decades of complicated cable boxes and inscrutable channel bundling options from cable companies, it now seems that the internet streaming landscape is making most of the same mistakes, creating incredible frustration, confusion, and fatigue among consumers who are now often spending more time figuring out how to watch their favourite television shows than actually watching them.

That marked growth of almost 50 percent for the service launched in 2008 by the major TV and film studios to compete with Netflix. Well, perhaps "happy" isn't the proper word, but you won't see a mass exodus from Netflix anytime soon.

However, with budgets reportedly exceeding $1 billion, Apple's latest foray into the world of content creation appears to be more ambitious than ever before.

In the last two quarters, Netflix has closed the gap somewhat but is still behind Amazon Prime which offers much cheaper subscriptions and Hotstar which offers live sports broadcasting and popular American TV shows like Game of Thrones and Homeland, which are popular among Indian audience. Apple's newer partners - Hollywood studios, movie stars, newspapers and magazine publishers - are more wary of working with tech giants, or have already teamed up with rivals like Netflix and

Per month, the customer might pay $10. Similarly, Netflix isn't saying which other countries would get the test besides India.

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Apple has lined up programming including a series about a morning TV show starring Reese Witherspoon and Jennifer Aniston. But what if that's not the case anymore? In October, after its October earnings announcement, Netflix chief product officer Greg Peters had said that the company "will experiment with other pricing models and see how that does in terms of being able to accelerate our growth and get more access".

The plan is for only mobile devices which comes at a cost of Rs 250 per month.

"We will be testing different options in select countries, where members can, for example, watch Netflix on their mobile device for a lower price and subscribe in shorter increments of time", The Verge quoted Netflix as saying on Friday. That works out to about $3.62 at Friday's exchange rate. Does that mean this plan will be available indefinitely or that it'll expand to other markets? However, to put things into perspective, it is still expensive than other video streaming services such as Amazon Prime Video offers a monthly subscription at 129/mo, Hotstar has a plan starting as little as 199/mo while ZEE5 is offering at 99/mo and so on.

Netflix is testing a mobile-only plan that is available at roughly half its standard price point.

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