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Home / Technology / WSJ describes how Tim Cook has been guiding Apple towards Services since 2014, and confirms $ 9.99 / month for Starz / Showtime / HBO TV and News respectively

WSJ describes how Tim Cook has been guiding Apple towards Services since 2014, and confirms $ 9.99 / month for Starz / Showtime / HBO TV and News respectively



For the first time, Apple will present its service vision to tomorrow's March 25 event. The Wall Street Journal has today published a detailed article detailing how Apple came at this time. Tim Cook was already involved in 2014 to steer the ship towards services.

The report states that Apple will charge for the original content. Subscriptions to HBO, Showtime, Starz appear to cost $ 9.99 each as part of Apple's TV app, and premium news from Apple News will also carry $ 9.99 after Samsung announced it At the beginning of the year, the company is negotiating to bring its TV app to many smart TV sets in the future. An Apple TV app is also being offered on its platform in talks with Roku.

Apple employees describe the new TV efforts apparently as a "Netflix killer". The TV app offers one-click subscriptions to HBO, Starz and Showtime. Apple apparently aims to sell them for $ 9.99 apiece.

It's not clear how Apple wants to monetize its original TV shows, but the report makes it clear that these shows will not be free for Apple device owners or the like.] The News subscription costs $ 9.99 each Month and includes more than 200 magazines and content from newspapers, including The Wall Street Journal. The content of the journal covers general "news, politics and lifestyle", but business and finance news is given priority. The Journal is apparently hiring more reporters to add content to the Apple News offering.

The report explains that Apple CEO Tim Cook has been closely associated with the company's strategy for services for many years. Cook has been reported to hold monthly meetings with the Services Group, providing detailed and in-depth coverage of various areas of the organization, including how many people sign up for iCloud storage or the Apple Music Trial conversion rates in paid subscriptions.

The public presentation does not seem to affect his business attitude. The report states that Cook essentially accepts no and expects subordinates to know their material inside and out:

"One could not say," I do not have this information. I'll get it tonight, "said one person involved. "They had to have a backup dictionary."

The Wall Street Journal writes that teams in Apple have developed a "release radar" tool that supports cook-track metrics. The beginning of the transition to services began with Apple Music.

Apple acquired Beats Electronics in 201

4 to accelerate the development of a streaming music service. At the same time, the members of the iPhone sales team warned executives that obvious growth paths for the phone were drying up.

At an internal presentation by the Apple Music team, they said they expect to reach 10 million subscribers in one year. Cook had higher ambitions.

"Double that," said Mr. Cook to a person familiar with the meeting. The leader easily resolved the goal and encouraged her to share the vision of Mr. Cook regarding service opportunities.

Apple Music launched in June 2015 and the company announced that it had 20 million subscribers in December 2016. one and a half years later.

After the success of Apple Music, Apple's Tim Cook and Eddy Cue explored other options. At the top of the list was video. When initial efforts to create a skinny bundle offer failed, Apple debated acquiring Disney or Netflix. Ultimately, however, he decided against it and Apple presented in 2017, the TV managers of Sony, Erlicht and van Amburg, with the aim of creating more than 24 original content shows.

The report states that Apple will show the first material from this original content projects at its event tomorrow. It's clear that Apple has high targets for these new services, though it remains to be seen if the bundles of original content, HBO, Showtime and Starz can become the killer of Netflix Apple wants. There are also big questions about how many Apple customers want to pay for access to news and magazines.

Read the full article in the Wall Street Journal. 9to5Mac will fully cover the event on Monday. Stay tuned.


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