Apple changes track, focuses on content services

The company is focusing on content subscription services - Games, news and video to increase its revenue

In 2019, Apple has changed its strategy from device to content services and is focusing in a big way on games, news and video subscription service.

Apple has announced multiple content services say Apple Arcade – a game subscription service for mobile, desktop and the living room; Apple News+ – a news subscription service that brings together over 300 popular magazines, leading newspapers and digital publishers; and Apple TV+ – featuring exclusive original shows, movies and documentaries. One will expect more such services as time progresses in different categories and geographies.

The subscription services such as Apple News+ and Apple TV+ are presently limited to the US, Canada, Australia and the UK market but once it picks up momentum, the company will spread its subscription services in other English speaking countries by tieing up with local content partners for providing exclusive content. On the other hand, Apple Arcade being a gaming service would be launched in 150 countries in fall 2019.

Apple Arcade will feature over 100 new and exclusive games, including original releases from renowned creators Hironobu Sakaguchi, Ken Wong, Will Wright and dozens more. The games will be curated based on originality, quality, creativity, fun and their appeal to players of all ages.

The company is also working with game developers around the world to create exclusive games to play across iPhone, iPad, Mac and Apple TV. Apple Arcade will give customers the freedom to try any game from its handpicked collection of titles that are all-you-can-play, have no ads, ad tracking or additional purchases and respect user privacy.

Apple News+, a news subscription service will bring together over 300 popular magazines, leading newspapers and digital publishers within the Apple News app.

Available in the US and Canada, Apple News+ will presents the best and most relevant articles from publications such as Vogue, National Geographic Magazine, People, ELLE, The Wall Street Journal and Los Angeles Times. Apple News+ is available today in the US for $9.99 a month and in Canada for $12.99 a month. Customers can sign up for a free one-month trial, and the plan automatically renews after the trial ends. Apple News+ will be available in the UK and Australia later this year.

Apple TV+, Apple’s original video subscription service, will feature a brand new slate of programming from the world’s most celebrated creative artists, including Oprah Winfrey, Steven Spielberg, Jennifer Aniston, Reese Witherspoon, Octavia Spencer, J.J. Abrams, Jason Momoa, M. Night Shyamalan, Jon M. Chu and more.

The all-new Apple TV app brings together the different ways to discover and watch shows, movies, sports, news and more in one app across iPhone, iPad, Apple TV, Mac, smart TVs and streaming devices. Beginning in May, customers can subscribe to Apple TV channels a la carte and watch them in the Apple TV app. Pricing and availability for the Apple TV+ video subscription service will be announced later this fall.

For financial services, Apple has announced Apple Card, a new kind of credit card designed for iPhone to help customers lead a healthier financial life. The company has partnered with Goldman Sachs and Mastercard to provide the support of an issuing bank and global payments network and would be available to qualified customers in the US this summer.

Apple Card transforms the entire credit card experience by simplifying the application process, eliminating fees, encouraging customers to pay less interest and providing a new level of privacy and security. Available in the US this summer, Apple Card also offers a clearer and more compelling rewards program than other credit cards with Daily Cash, which gives back a percentage of every purchase as cash on customers’ Apple Cash card each day.

All these services prove a point that device market has already seen a saturation and device manufacturers have no other option but to leverage content in a big way through its smart devices – Smartphone, Smart TV, Smart Tablet and Smart PCs. Apple has already made its intent very clear with the above announcements and one needs to see when other smartphone vendors say Samsung, Huawei, Oppo, Vivo and Xiaomi follow Apple.

The success of content subscription service will depend on localisation, curation and exclusivity of these services with respect to a particular geography and also on eyeballs they are able to capture.


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