After years of circling the TV business, Apple is finally ready to make its big splash: On Monday it will unveil its new video strategy, along with some of the new big-budget TV shows it is funding itself.
One thing Apple won't do is unveil a serious competitor to Netflix, Hulu, Disney, or any other entertainment giant trying to sell streaming video subscriptions to consumers.
Instead, Apple's main focus — at least for now — will be helping helping other people sell streaming video subscriptions, and taking a cut of the transaction. Apple may also sell its own shows, at least as part of a bundle of other services. But for now, Apple's original shows and movies should be considered very expensive giveaways, not the core product.
That is much less exciting than "Apple Takes on Netflix in the Streaming Wars," but it is an accurate description. Even worse for people interested in exciting narratives: Apple has already been helping people sell video subscriptions and taking a cut of the transaction for years.
The difference, say people who've talked to Apple about its plans, is that instead of selling TV subscription apps surrounded by millions of other apps in its main app store, Apple plans on making a new storefront that's much more prominent for those who use Apple TV boxes and other Apple hardware. It will also be able to offer its own bundles — for instance, it could offer a package of HBO, Showtime, and Starz at a price that's lower than you'd pay for each pay TV service on its own.