Apple’s Boutique Store Approach Pays off with Tastemakers

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Apple’s Boutique Store Approach Pays off with Tastemakers
29 Mar 2022
6 min read

News Synopsis

Apple Inc’s boutique-store approach to streaming is paying off with tastemakers. Apple TV+ has opted for a more technical approach to streaming than its rivals in the market, Netflix, Amazon Prime, Disney+, and HBO Max

Apple TV+ does not have a deep catalogue as streaming giants including Netflix, Disney+ and other streaming platforms available in the market. After Apple TV+’s “Ted Lasso” took home the Best Comedy trophy at the Emmy Awards, “CODA” won the Best Picture at the Academy Awards. With this AppleTV+ has become the first streaming platform to win the Best Picture.

After CODA premiered at the Sundance Film Festival in January 2021, Apple paid $25 million for film distribution rights. This is a record of Sundance. The movie was briefly shown on Apple TV + and in a limited number of theatres.

The streaming offering is part of a push Apple has made to diversify its revenue sources beyond iPhones and other hardware sales. Revenue from Apple TV+’s services rose by about 24% to $19.5 billion in the October-to-December quarter.

Apple does not have a big library of content for its streaming platform. While other streaming platforms rely on studios, for their content, Apple made some smaller deals, like landing the rights to Charles Schulz’s Peanuts specials including “A Charlie Brown Christmas.”

Apple is occasionally involved in content bidding wars. It defeated Netflix and others in several high-profile projects, such as Martin Scorsese's Leonardo DiCaprio movie "Killers of the Flower Moon."

Apple is also venturing into sports as a way to boost interest in its streaming service. The company has recently struck a deal with Major League Baseball for the exclusive rights to a Friday package of games.

TWN Opinion