Apple TV+ and Disney+
Leading into the announcement yesterday, there was so much talk of Apple competing with the likes of Netflix, AT&T’s WarnerMedia service, Prime Video, and Disney+. Was this the true start of the streaming wars? Could a behemoth like Apple compete with a limited slate of family-friendly content? Etc etc. With how vague the details on Apple’s new TV service were, none of these questions were really answered. However something struck me as intriguing and got my wheels spinning:
Why name the service Apple TV+ when Disney has clearly marked their territory with ESPN+ and upcoming Disney+? Could be crazy talk, but maybe there’s some connection between the Disney+ and Apple TV+ launches. Bear with me, here are the facts:
– Both services use the same naming convention.
– Both services arrive “Fall 2019”.
– Neither Disney nor Apple has released any pricing details on their services.
– Both services are meant to include only family-friendly content, no controversial or R rated content allowed. These are both meant to be wholesome programming. This is key.
– Apple doesn’t have enough content to justify its own paid streaming service.
– Disney+ will include Marvel, Pixar, Disney, Star Wars, Nat Geo, but even they have said their catalog will not compete with Netflix on quantity.
– Sesame Street (Apple TV+) and The Muppets (Disney+), Jim Henson’s characters reunite!
– Past relationships exist between Disney/Pixar and Apple.
– Bob Iger (CEO, Disney) is on the board of Apple. There has been much speculation of him resigning now that Apple plans to “compete” with them, but he has not.
Now I’m not suggesting (as many have before) that Apple would buy Disney, but maybe instead of Apple TV+ competing with Disney+, these two services are meant to be packaged together and delivered in the Fall as a bundle, a la pay $11.99/month for Apple TV+ packaged with Disney+. This would seem to fill most of the content gaps for Apple and supplement Disney’s offering (with content and PR/distribution), while making it a much more interesting value proposition for potential consumers. It’s effectively a family friendly HBO model, where you produce a small amount of high quality shows, documentaries, and movies (Apple TV+) and package it with a bunch of other high quality content (Disney+). Imagine the exposure associated with a “Disney+Apple” launch event. It seems like a win-win as it would really push subs for both services. Both services could still stand on there own, with individual pricing and would not require bundling.
I showed my SO the Apple TV+ event and then asked if we should subscribe to it based on the anticipated content if it cost: $9.99? No. $7.99? No. $4.99? No. Free? Ok. Then I asked if you could get Disney+ and AppleTV+ bundled would you do it for: $9.99? Yes. 12.99? Yes. 14.99? Yes. I agree. I’m not willing to pay for a handful of well made documentaries and shows, but if they supplement it with additional quality content, you’ve got my attention. Curious what others think.