That, in turn, would be a major catalyst for the stock.Īll that comes back to the same story we've seen play out at Apple since it started its push into online services several years ago. It would get more customers upgrading their phones every year, instead of every three or four years, and add more subscribers to its services such as TV+, Apple Music and Apple News.ĭeutsche Bank analysts saw that same opportunity, saying in a research note Friday the potential hardware and services bundle would "drastically" increase the number of subscribers for Apple's digital services. It also explains why Apple is reportedly going to launch an iPhone hardware subscription service, which would give you the option of bundling Apple offerings such as TV+ with a new iPhone every year for a flat annual or monthly price. The new addition of live baseball games is a good experiment for Apple to see if it can garner enough interest to expand its sports offerings on Apple TV+ down the line, as others like Netflix keep avoiding live sports programming. It just needs it as another weapon in its arsenal to keep you buying iPhones and other Apple gadgets. Apple doesn't need to make a huge profit from streaming TV. Think about Apple TV+ the same way you think about all the extras included with your Amazon Prime subscription. Netflix may have big hits such as "Stranger Things" and "Squid Game," but for every one of those shows, there are dozens of lower-brow programming options such as "The Floor is Lava." There's plenty of quality within Netflix, but a lot of that can get lost in the noise.
Meanwhile, the dystopian workplace drama "Severance" turned into a sleeper hit this year, with critics raving and Apple ordering a second season. Apple picked up the best picture Oscar last month for "CODA" and several Emmys for "Ted Lasso," including outstanding comedy series. It's more like classic HBO - a prestige collection of Emmy and Oscar bait, without much filler in between. That made me think of something I wrote two years ago when Apple TV+ was just getting started. Of course, you could easily argue far more people would be signing up for Apple TV+ if it were that good.
I spoke Thursday with Apple representatives who told me the company's focus isn't to dominate market share with services such as Apple TV+. Whereas those services have more shows and movies than you could ever hope to watch in a lifetime, Apple TV+'s library is smaller and more carefully curated, by people, not an algorithm.Īnd while no one at Apple would complain if TV+ racked up Netflix-level subscribers, that's not the ultimate goal. But it may eventually help Apple sell more iPhones.Īpple's first significant foray into sports broadcasting points to its larger strategy with Apple TV+, which by all accounts - including Apple's - has far fewer subscribers than players such as Netflix, Disney+ and HBO Max. There's no need to subscribe to Apple TV+, which costs $4.99 per month, to watch.
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