Apple reported to launch its new video service in May

Apple is going to have trouble getting its service off the ground without the biggest names in streaming.

Apple has been long-rumoured to have a TV service in the works. Now, according to a new report from CNBC, the service is nearly ready to launch. It claims that Apple is finalizing its deals and software, with an expected launch in April or May.

A separate report from Bloomberg says that Apple invited big Hollywood stars involved with Apple’s original TV series to attend a 25 March unveiling of

the service. The stars include Jennifer Aniston, Reese Witherspoon, Jennifer Garner, and J.J. Abrams.

It would correspond with a new TV app for iOS and Apple TV devices that lets users subscribe to streaming services right within the app, and all their content consolidated within it. In that way, it will be similar to Amazon Channels, though we hope it has a wider selection of premium content and a better interface.

Apple may find it hard to get its service off the ground, though. Netflix, the 800-pound gorilla of streaming, is not going to be included in the offerings, according to CNBC’s sources. Neither is Hulu, which is fairly popular within the US. HBO’s streaming service is probably the most popular among individual traditional channels, and CNBC’s report states that it’s not on board yet, though negotiations are at an early stage.

Neither Netflix nor Hulu are part of Amazon’s Channels line-up, either. And how many people do you know who do most of their TV watching through Amazon Channels, despite the enormous reach of Amazon Prime and the fact that the Channels service is several years old?

Of course, those who own an Apple TV will still be able to watch Netflix, or HBO as they do now: inside their respective standalone apps.

Apple is expected to supplement the various subscription channels with its own premium content. The CNBC report says this content will be free, but the Bloomberg report says, “along with an Apple subscription, there will be some free content”. Let’s just say that the monetization scheme is not clear yet. We are aware of several dozen Apple original TV

programmes and series in development, though most are in the early stages of production. It’s likely that only a few will be ready for the service by April or May; additional exclusive shows will launch throughout 2019 and into next year.