Apple TV+ strategy still spineless despite $6bn content boost

Reflective of virtually every business decision and attempted disruptive move ever made by Apple in the video space, underwhelming reports emerged this week claiming to have inside knowledge about the forthcoming Apple TV+ streaming service – with rumors pricing it at a monthly fee of $9.99. If accurate, the price point reeks of a strategy gutless to undercut the same established OTT video firms the company is supposed to be competing with, 10 years since the late Steve Jobs plotted to reinvent the television. Our criticism may be short-lived, however, as Apple appears to have redeemed itself with a colossal content budget rethink – blowing its original $1 billion spend spectacularly out of the water with an additional $5 billion.…