That’s true, but are all those 200m devices going to different households? Recall that TV subscriptions tend to be sold by household rather than by individual. If you already have a device and the new iPhone 11 hasn’t tempted you, then you only get a paltry 7 day trial (Netflix offers a month).Īh, but Apple sells 200m iPhones a year, so they get to a big number quickly. The Apple TV app has been updated for pretty much everyone with an Apple device, but it’s only new subscribers who are getting the free 12 month subscription. Many would tell you that Spotify is actually the better product – but Apple uses its device market dominance to gain a foothold in a new market, positioning it as a strong #2. Add to that, a free trial subscription to anybody – probably lasting 3 to 6 months – and you hook lots of people in. The prevailing wisdom seems to be that regardless of the critical reaction to the shows (which has been mixed to date), the fact that Apple sells so many devices, and that it’s bundling a year’s subscription with all new device purchases, all means that it’ll get to a big number pretty quickly.Īnalysts will point to the success of Apple Music, which quickly rose to be number two to Spotify from a standing start.īut I wonder if all of that entirely stands up?Īpple Music worked because in a regular iOS update (and Apple is fantastic at getting people to update their devices in a timely manner), the new app is positioned front and centre. And there has been an absolute blitz of outdoor advertising for the biggest of its launch offerings. Stars from some of the first tranche of Apple shows have been made available to various media outlets – Jason Malmoa was on Graham Norton for example. In the UK, the PR launch is already well underway.
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