Apple Will Give Away Free Original Shows for iPhones, Apple TVs

A customer tests a smartphone during the launch of the new iPhone XS and XS Max sales at a shop in Moscow

Until recently, it had been lumped in the same speculative basket as Apple HDTVs and Apple self-driving cars.

Apple Inc is planning a new digital video service that will provide original content free to its device owners, CNBC reported on Wednesday, citing people familiar with the matter.

What do you make of Apple's foray into the TV market?

The company expects to launch a new and improved version of the TV app "early next year", the report notes.

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"Apple has made clear, say producers and agents, that it wants high-quality shows with stars and broad appeal, but it doesn't want gratuitous sex, profanity, or violence", the Journal reported. Or it might involve paying subscription fees for multiple services which can then be accessed through the one app. For those of you who already have Apple devices, it looks like it'll be really seamless for you to access their content.

The new service, which doesn't yet have a name but is definitely not going to be called iTV (someone's got that, apparently), will include existing content from big names, plus new stuff cooked up by the geniuses at Apple. In early October, that version was only on around 38.5% of devices, taking it until November to reach 50%, based on Apple's official numbers. As evidenced by the image below, 40% of iOS users on recent devices are still running iOS 11.

Apple's App Store data further reveals that 39 percent of mobile devices are still using iOS 11 and only 11 percent are running software older than iOS 11. However, unlike other networks and studios like Netflix, Amazon, HBO, and many others, we had zero idea of how we'd be consuming the Apple content.

We'll be keeping a close eye on this one as it develops.

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