The common note among all streaming platforms, beyond catalog details, seems to be in the search for profit by raising cheaper rates in exchange for advertising interruptions. Apple, however, seems determined to differentiate itself, which can undoubtedly bring benefits at an economic and image level. Which is exactly what would benefit you the most at this moment.
No ads. Eddy Cue, senior vice president of Apple Services, has confirmed in an interview with Screen International that the company has no plans to launch an Apple TV subscription with ads. The refusal is not indefinite, but at this time that is Apple’s decision. Cue states that “we will not include them for now. It is not a forever negative, but at the moment there are no plans”, and it comes in a context where practically all of its large competitors are expanding their advertising strategies, with more and more rates with ads.
Because. He streaming has entered into something we could call his “advertising era“But Apple wants to differentiate itself from there: it believes that if it can maintain a competitive price, consumers will value not having their content interrupted by ads. It is a position that connects directly with the brand’s DNA: control over the user experience, frictionless design, and a commitment to the perception of premium value even if the price is not the highest on the market. It is the same philosophy that applies with Apple Musicwhich has never competed with free, ad-supported versions.
What is coming. Apple’s decision takes on its true dimension when you look at what is happening in the rest of the industry. One of the next trends that is going to reach us are ads that fire even if the content is paused. At the moment, in the United States it is Peacock that is experimenting with this way of displaying ads, as well as Netflix in some territories. Disney+ has also shown interest in incorporating it into its catalog. That is to say, what is coming for the more immediate future are increasingly invasive ads, in the style of YouTube or Spotify on their cheaper accounts, and which undoubtedly revalue decisions like Apple’s.
Prices: competitive but quality. AppleTV It currently costs 9.99 euros per month in Spainwhile in the United States the price has reached $12.99. At first glance, it might seem expensive compared to competitors’ basic plans. But this is where Apple has executed an interesting positioning maneuver: it does not compete in the low end of the market, but instead offers premium features at an intermediate price. The key is that all content is available in 4K HDR quality with spatial audio, at no additional cost and without advertising interruptions.
But also, there are no steps, no temptation to “improve” the plan. You pay a single fee and access the full experience. It’s a radically simple model in a market that has become increasingly (unnecessarily) complicated.
Comparison with other services. Apple’s tactic is evident: for 9.99 euros, Apple TV offers an experience equivalent to competing premium planswhich cost between 13.99 and 19.99 euros. It is not the cheapest option on the market (that happens with the ad-supported plans of Disney+, €5.99, or Netflix, €6.99) but it offers superior features at an average price: accessible enough to not seem exclusive, premium enough to justify the quality.
What Apple TV offers. If we stay with the numbers, Apple TV loses by a landslide: just 226 titles in its catalog, a microscopic figure compared to Netflix’s 5,720, Prime Video’s 5,354, Disney+’s 2,461 or even HBO Max’s 2,300. according to recent calculations. It only makes sense if the catalog is measured by the quality of the content. While Netflix and Prime Video invest millions in producing and acquiring piece-rate content, Apple TV focuses on fewer productions, but ones that convey exclusivity. Although Apple is far from having series with the impact of ‘Stranger Things’, its biggest hits (‘Separation’, ‘Silo’, ‘F1’), convey that feeling of “there is no filler” that compensates for the smaller amount.
The decision to dispense with advertisements for the moment moves along the same lines: to provide the viewer with something that no one else does, an experience of enjoying the series without interruptions or noise. Even if you have to pay something more (and even though the platform accounts they are not at their best).
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