For the first time, Apple will present its Public Service Vision tomorrow, March 25. The Wall Street Journal has published a long article today outlining the timeline of how Apple came to this moment, with Tim Cook intimately involved in steering the ship towards Services as early as 2014.
The report says Apple will charge for its original content. Subscriptions to HBO, Showtime, Starz will obviously cost $ 9.99 each as part of Apple's TV app, and premium Apple News will also have a $ 9.99 price list.
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The magazine says Apple is negotiating to bring its TV app to many smart TVs in the future, following the Samsung announcement at the beginning of the year. It is also obvious that in conversation with Roku is to offer an Apple TV app on its platform.
Apple's staff apparently describe the new TV effort as a "Netflix killer". The TV app will offer "one-click" subscriptions to HBO, Starz and Showtime. Apple strives to sell them at $ 9.99 each.
It is not clear how Apple plans to make money from its original content TV programs, but the report states that these programs will not be free to the owners of the Apple device or anything like that.  The news subscription will also cost $ 9.99 a month and will include more than 200 newspapers and content from magazines including The Wall Street Journal. The available journal content will contain general news, politics and lifestyle, but business and finance news will be prioritized. The journal apparently fetches several reporters to feed the contents of the Apple News offer.
The report explains that Apple CEO Tim Cook has been keenly involved in the company's strategic transition to services for many years. Cook reports monthly monthly meetings with the Services group and asks detailed and broad questions about different aspects of the business, such as how many people are signing up for the iCloud storage or conversion rate of the Apple Music test for paid subscriptions.
Cook's placid public appearance does not seem to be translated into his business orientation. The report describes that Cook essentially does not reject an answer and expects subordinates to know their stuff from the inside out:
"You couldn't say," I don't have that information. I get it tonight, "says a person involved." You had to have a backup dictionary. "
Wall Street Journal writes that Apple's law has built a" release radar "tool to help Cook The beginning of the transition to services began with Apple Music.
Apple acquired Beats Electronics 2014 to help the company accelerate the development of a streaming music service, while iPhone sales team members were warning members as obvious growth paths for the phone dried up.
Apparently on an internal presentation by the Apple Music team, they said they expected to reach 10 million subscribers in one year, Cook had higher ambitions.
"Double it," said Mr. Cook, according to a person familiar with The managers ended up clearing the goal, which encouraged them to Cook's vision of the possibility of services, the person said.
Apple Music launch in June 2015 and the company announced that 20 million subscribers had gone in December 2016, a year and a half later.
Following Apple Music's success, Apple's Tim Cook and Eddy Cue began exploring other opportunities. At the top of the list was video. As a first effort to make a shiny package offer failed, Apple discussed the acquisition of Disney or Netflix directly. But it finally decided against this and Apple hired Sony TV execs, Erlicht and van Amburg, in 2017 with the goal of creating more than 24 original content shows.
The report says Apple will show the first footage, from these original content projects, at its event tomorrow. Clearly, Apple has high goals for these new services, although it remains to be seen whether bundles of original content, HBO, Showtime and Starz can become the Netflix killer that Apple wants it to be. There are also big questions about how many Apple customers want to pay for access to news and magazines.
Read the full story in the Wall Street Journal. 9to5Mac will get full coverage of Monday's event as it happens. Stay calm.