Jason Snell’s look at an Apple branded streaming TV service:
There are several different paths Apple could take, from giving the content away as a part of a larger content strategy, to rolling video into the existing Apple Music service, to offering a standalone video service. The truth is, Apple has plenty of options—and a bunch of highly paid executives in Cupertino have undoubtedly explored all of them, and debated, and come to a decision about the right way to roll out this service.
What should Apple do?
Apple TV will launch with a library of classic and recent films, and collections of TV series that are related to the original series that they’re launching… The cost for all of this? It’s going to be $7.99 per month, the same as Netflix’s basic plan, but Apple’s plan will let all members of a family watch in 4K HDR. Apple’s not spending more than a billion dollars on programming just to roll this service into Apple Music. If you want to watch, you’ll need to pay. But if you’re a paying Apple Music subscriber, good news—Apple will also offer a Music & TV bundle that will save you a few bucks a month.