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Apple's software and services chief Eddy Cue, whose team will oversee the video service. Photo by Bloomberg

Apple May Offer Cut-Priced Bundles With Video Offering

By and  |  March 21, 2019 9:22 AM PDT
Photo: Apple's software and services chief Eddy Cue, whose team will oversee the video service. Photo by Bloomberg

When Apple finally unveils its TV service on Monday, it is expected to feature a slate of original shows and the ability to subscribe separately to some other streaming channels, all run through a central video app. But what may differentiate Apple’s service is that it could offer people bundles of on-demand streaming services for one discounted price—just as cable TV has long packaged groups of traditional TV channels.

Apple has negotiated the right to bundle streaming services in its deals with media firms, said several people familiar with the situation. At a time when consumers are complaining of feeling overwhelmed by the sheer number of individual services, selling a group of services for one price could be appealing. It holds out the possibility that Apple could offer a discounted bundle of the streaming on-demand versions of Showtime and Starz, for example, or various other bundles of streaming services grouped by genre.

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