Will Apple Change Your Attendees’ Expectations About Content Costs?

September 11, 2019

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When Apple announced new streaming services at its event in March, the price tags were left blank. Apple Arcade, the company’s gaming streaming service, and Apple TV+, the company’s television and film streaming offering, sounded like premium entertainment options, which made me wonder whether they would carry premium costs, too. I got the answer to that question when I watched the Apple event Tuesday: Nope. Each will cost subscribers $4.99 per month. If you think that’s cheap, you’re not the only one.

“This is crazy,” said Tim Cook, Apple’s CEO, comparing the cost of Apple TV+’s entire catalog to the price of just one movie rental.

Low prices might be the ingredient that can make Apple stand out from what is becoming a very crowded landscape of streaming services that deliver movies, television, music, podcasts, and gaming to millions of eyeballs and ears. The move will undercut companies like Netflix (basic plans start at $8.99 per month) and Disney (the Disney+ service is to launch this fall at $6.99 per month).

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