Last week, Apple finally showed off one of its ambitious plans to allow users to watch TV in new ways. According to the plan, Apple will launch a new Apple TV application to integrate all the TV series and movies of the user into a certain place, and then, according to the user's suggestion, let the user watch on demand.
This view is very effective. Apple believes that the application is the future of the TV industry and believes that users will eventually subscribe to the services of Netflix, HBO, ShowTIme, Hulu and other video providers independently. Of course, maybe some users have already done so.
If you follow the previous subscription method, then if you want to watch the video content, you must find different interfaces and menus, which is really troublesome. Therefore, Apple will help users solve these problems by launching an application called "TV", which can not only work on the user's Apple TV, but also on the user's iPhone or iPad and other devices.
Apple ’s TV application will provide users with a place to discover new video content. In addition, this application also allows users to watch subsequent content after the interruption, and also allows users to purchase some video content from iTune. Apple CEO Tim Cook (TIm Cook) claimed last week that "in the same place, users can watch all TV content."
Through Apple's TV application, users will be able to see Apple's ambitions in Apple TV-to provide users with a convenient search, browsing and suggestion platform, so as to provide users with the right content as quickly as possible.
However, Apple's plan may also face a big problem-Netflix and Amazon may bring some obstacles, will not integrate video content into Apple's TV application. Currently, neither company is part of Apple's new TV application plan.
Netflix has previously told BI that the company is still evaluating this cooperation opportunity, and it currently appears that it may have a special blow to Apple.
So why is Netflix so cautious? Ben Thompson, an analyst at market research firm Stratechery, explained the following: "Apple wants to create a place where users can watch all video content from all parties. One wish may not be able to attract Netflix ’s participation, because Netflix itself is to become an independent content provider, and Netflix ’s competitor HBO may not cooperate with Apple. Apple ’s plan will directly confront Netflix ’s current strategy, Because Netflix is ​​strengthening its relationship with users by providing a super customer experience. "
The direct partnership between Netflix and users is very valuable, so the company will not abandon the current series of initiatives. Apple's problem is that without Netflix (and Amazon) support, TV applications will lose a lot of brilliance. From the perspective of the current development of the television industry, without the support of the two giants Netflix and Amazon, then you will not be able to provide a "complete TV experience."
This is of course a major dilemma facing Apple. Thompson mentioned Apple's dominance in the music industry, but the TV industry is very different and requires Apple's efforts.
Thompson said, "In fact, Apple executives still seem to be immersed in the iPod / iTunes era." However, Apple TV is a very different box, and Netflix has long been able to put its own content into its own applications. According to Thompson, another unfortunate news for Apple is that "selling hardware will also be difficult to produce a huge advantage."
This is why Thompson recommended Apple to buy Netflix.
Thompson said, "If Apple wants to get the support of end users normally, then it needs to buy some power, that is, Apple should buy Netflix."
Earlier this month, analysts at another analysis agency Bernstein also believed that Apple could use Netflix to build Amazon Prime competitors and evolve Apple from a trading business model to a user subscription model.
For whatever reason, Apple should pay a lot of money to buy Netflix, of course, Netflix may have no intention of selling itself. However, without the support of Netflix and Amazon, Apple's current strategy is still insufficient to conquer the TV industry users.
That's right, for Apple to make the grand plan a reality, it really needs to take some measures.
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