Apple reportedly planning direct subscriptions for video services

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Last year, Apple introduced a heavily changed interface of the Apple TV and also introduced the "TV" app.

Currently, Apple TV does have different streaming platforms like Netflix and SBS on demand however if users want to stream a show or subscribe to a platform they are taken out of the Apple TV app.

If Apple were to push through with its plan, the TV app will become the ultimate hub for users to find and stream content. But it will also support the company's fast-growing services business.

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The move, which is expected to debut next year, comes as Apple seeks to capitalize on services in an era of stagnant iPhone sales.

In its current state, the TV app is simply an app that aggregates content from providers. According to Bloomberg, Apple believes it will be able to generate an annual revenue of about $50 billion by 2021. Apple's new video distribution approach is just the latest in the list of experimentations the company has carried out. A user's Apple payment information is used to pay for video services, and the process is completed via third-party apps. HBO, Starz and others have credited Amazon with helping them boost new online services by marketing them to its base of more than 100 million Prime customers.

There's now more than a dozen Apple TV shows in the works although it remains unclear as to whether there will be a dedicated service built for the content or if it will simply be available via iTunes or Apple Music. While sales of content via the iTunes store make it a major player in this market, it has failed to create a subscription offering to match that of rivals such as Amazon. So It will be interesting to see How Apple is going to do this.

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