Shannon Stapleton | Reuters
Apple CEO Tim Cook speaks at an Apple launch event in the Brooklyn borough of New York, October 30, 2018.
Apple is going to announce its new video streaming service plan at an event in Cupertino, Calif., on Monday, March 25.
Apple has been so secretive about its bundling plans that many of the main participants in its "channels" product don't know how it plans to package the services and what it plans to charge, according to people familiar. This sentiment was echoed by JPMorgan media analyst Alexia Quadrani:
"While we with several companies participate in Apple's upcoming video service, none seemed to have a clear sense of what will be announced on Monday," Quadrani wrote in a note to clients. "There is some consensus, however, that the product will include free original content plus a number of channels that can buy or view in one app using a single sign-on." Bundling at discount could differentiate Apple from Amazon Channels, which has thus only sold its OTT services a la carte.
But the fact that the streaming services do not know about any discounts suggested that any subsidized pricing will come out of Apple's pockets, as opposed to its partners' bottom lines.
Apple is also spending about $ 1 billion on its own original content. While some people have been told CNBC that at least some of the content will be free to Apple device users, it's still uncertain how the video will be available to non-Apple device users.