Steve Jobs was trying to revolutionize TV almost a decade ago now we&039ll finally find out Apple&039s plan CNBC

Apple is holding a press event at its campus in Cupertino, California, on Tuesday at 1 p.M. ET, wherein the organization is predicted to announce new subscription offerings because it seeks to discover new regions of revenue increase to combat stalling iPhone sales.

The announcements are likely to include a streaming video service that includes original programming produced by Apple and bundles of streaming packages from current players like HBO and Starz. On top of that, Apple is expected to revamp its News app to include a subscription to several major publications in one spot.

Monday's announcement is critical for the iPhone giant not only because investors and analysts believe that Apple's subscription services are going to drive the majority of revenue growth over the next few years. The new services also represent the culmination of dreams Apple has been chasing for almost a decade.

Apple has been working to break into TV since before current CEO Apple Tim Cook took over in 2011. Late Apple CEO and cofounder Steve Jobs said that he "cracked" TV, according to a 2011 biography written by Walter Isaacson.

"Going back to Jobs, Apple has always been obsessed with content ambitions," Wedbush analyst Daniel Ives said. "But the resources and strategy behind this has been flawed and now Cupertino is playing way behind the eight ball."

Apple has also signaled its desire to break into TV for the duration of the Cook technology.

"This is a place of excessive interest," Cook said in response to a question about Apple TV in 2012. "We are going to maintain pulling the string and spot where this takes us."

In2019, Apple's senior vice president in charge of software and services, Eddy Cue, went so far as to say that the "TV enjoy sucks," echoing Cook's comments that present day TV experience is "caught in the 70s." Earlier this year, Cook even said that he expects the cable package to "unravel."

The stakes for Monday's announcement are even higher given that it looks likely that Apple might not have any new hardware to reveal after launching new iPads, iMac computers and AirPods headphones in the run-up to Monday's event. Usually, new hardware is the star of the show at Apple launches.

"It's an appropriate move to clear the decks of hardware to emphasize the point around services," Loup Ventures founder and longtime Apple analyst Gene Munster said.

"I think they don't need humans writing approximately new AirPods and iPads. They want them focusing on in which the organization goes lengthy-term."

Apple has been associated with 34 exceptional productions, according to a tally from Goldman Sachs, and we'll get our first glimpses of that content on Monday. Apple has reportedly invited numerous Hollywood celebrities to wait the launch, such as Jennifer Aniston and Reese Witherspoon, and is allotting a reported $1 billion in line with yr on video content.

That content material might be part of a new virtual TV method, CNBC reported in October. Apple plans to mix its original shows, which it will provide for free, alongside subscription "channels" from services like HBO and Starz, which users could either purchase individually or subscribe to as a bundle for a discount.

This would be a significant reduction of Apple's grand ambition over the past decade. In Issacson's biography of Jobs, it sounded like Apple was going to build a magical television, instead of a marketplace for channels.

"I'd like to create an included tv set that is absolutely easy to apply," Jobs told Issacson. "It might be seamlessly synced with all of your devices and with iCloud," and could have the "simplest person interface you can consider."

The prototype TV in Apple's labs included an ultra-high-definition display, online videoconferencing cameras and a streaming TV service separate from cable.

The Apple TV rumors affected Apple stock. Carl Icahn wrote letters in2019 saying that he was investing in the company because he expected Apple to release a new TV in the near future, but Apple had already shelved those plans, according to the Wall Street Journal.

Instead of an Apple television set, Apple's TV service will stream on iPhones, iPads and the Apple TV set-top box. Apple has also shown that it's willing to distribute video on third-party gadgets. In January, Apple partnered with Samsung to carry the iTunes video save to Samsung's clever TVs, as an example.

That's not the only subscription Apple is likely to discuss on Monday.

Last year, Apple bought Texture, an app that bundled a slew of digital magazines together for $9.99 per month. While that service is still operating, Apple is expected to relaunch it as a paid tier for the Apple News app next week. The app would provide an all-you-can eat package of news publications for one monthly fee.

Reports about Apple's news package have centered around the revenue share between publishers and the iPhone giant — 50 percent could go to Apple, according to reports, which is higher than the 30 percent Apple takes from apps sold in the App Store. That could be one reason why The New York Times won't be part of the package, the newspaper's CEO hinted to Reuters.

We don't but know which other newspapers and magazines may take part, or how the service ought to sell paywalled versus other content. The trouble is in particular crucial to media corporations that are growing reluctant to proportion content material with tech groups with out getting data about readers, or as a minimum a healthy portion of ad and subscription sales, in return.

There's a remote chance that Apple could use Monday's event to announce a release date for its wireless charger, AirPower, which was announced in2019 but missed its2019 launch window. A new marketing image for the charger was discovered on Apple's website last week, hinting that it could finally arrive soon.

But given Apple's emphasis on services, it's more likely to reveal or preview a third service to complement its TV and news subscriptions.

One possibility is an iPhone-incorporated monetary service targeted around a Goldman Sachs-issued credit card. Goldman CEO David Solomon is reportedly attending Monday's event.

"While video and news services have dominated recent press reports, we believe Apple will also extend its payment and ad services some time this year with any announcements in these areas serving as positive surprises," Morgan Stanley analyst Katy Huberty wrote in a note distributed on Friday.

Apple could also launch a provider that bundles diverse video games. Cheddar reported in January that Apple is investigating a gaming subscription service.

But Apple is most likely going to use its time to sell its new services-focused product strategy to consumers. With over 1 billion Apple devices in use today, Apple has to prove it can fulfill its promise to create innovative new digital products to keep those users paying long after they first buy a new iPhone or iPad.

In addition, Apple's TV service is launching into a crowded field of streaming video services that's only expected to grow over the next year with new offerings from Disney, AT&T and NBCUniversal. Apple will have to prove its TV service can stand out.

When Apple CEO Tim Cook addresses a crowd of journalists, analysts and movie stars on Monday about why Apple's subscription products are better than the competition, expect a detailed explanation. After all, Apple leadership has only been thinking about TV and news for the better part of a decade.

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//www.cnbc.com/2019/03/24/apple-march-25-streaming-tv-occasion-what-to-expect.html
2019-03-24 15:31:53Z
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