• AFP

Apple TV + , Apple's streaming service, was launched this Friday, November 1 with a catalog full of familiar faces .

Apple TV + service debuts in 100 countries with a much lower price than many of its competitors: $ 4.99 per month .

The new streaming service competes with Netflix and Amazon , among others, and will face rivals such as Disney and Warner Media from AT&T, which will launch their own services on demand.

Apple is investing heavily in new content and promises a "powerful and inspiring offer of original shows, movies and documentaries," which add to a series of well-known titles.

With this product, aimed at brand lovers, Apple seeks to attract viewers from a customer base of some 1.4 billion active users of iOS devices globally.

The launch of Apple TV + "marks a new key chapter" for the firm in Cupertino, California, said Dan Ives, an analyst at Wedbush. "Apple's goal in this streaming venture is to become a great content distribution platform," said Ives.

Apple TV + comes a decade after the company revolutionized the industry with the iPhone; Now that sales have cooled, there is a need to diversify with new services and content.

However, it is not a recent project. The first Apple TV + box to broadcast programs from the internet to devices or televisions was launched about 12 years ago, but it was never more than "a hobby" for the company.

Until now, the original Apple TV + programs have had a little enthusiastic criticism , but the company hopes to conquer viewers with a low subscription price and a free membership offer for a year with the purchase of the company's devices.

"We believe that Apple will do well initially , especially due to its free offer," said Brahm Eiley, an analyst at Convergence Research. "However, given the amount of capital that Amazon, Disney / Hulu, Netflix, Warner, etc. have spent and are willing to spend on programming, will Apple succeed as a long-term (streaming) provider? " He asked.

Millionaire Investment

Apple has allocated about $ 6 billion in budget for streaming content, according to analysts. The giant based in Silicon Valley has about 200,000 million dollars more.

For its part, Netflix has budgeted 15,000 million this year for original programs , in addition to the billions it has dedicated to exclusive productions in recent years.

Amazon, which has huge revenues thanks to its e-commerce and cloud services, has also invested heavily in original programs for its Prime Video service.

According to analysts, competition could lead to an escalation in spending among the main streaming players. "Will Apple double or triple its annual investment over the next five to ten years to build a significant programming library?" Eiley wondered.

Disney lurking

Apple has launched its service before Disney does the same on November 12 in the United States, Canada and the Netherlands , and then presents it worldwide. Disney CEO Bob Iger told investors that "nothing is more important" than the platform.

In addition to offering the huge Disney catalog during its first year, which includes all animated and Pixar movies , it will feature a lot of famous franchise shows like Star Wars . It will cost $ 6.99 per month in the United States .

Netflix CEO Reed Hastings wanted to reassure investors by claiming that the new rivals do not bother him . "Disney will be a great competitor," he told analysts. "Apple is just beginning but, you know, they will probably also have some great shows."

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