Apple TV Likely to Launch on 25 March With Content from HBO, Starz

Apple said its homegrown content is in the works.

Apple CEO Tim Cook waves during an Apple event in San Francisco. 

(Photo: AP)

Apple is expected to unveil its TV streaming service and magazine subscription bundle at an event it is holding on 25 March, but is still in the process of completing deals with networks such as HBO (AT&T Inc), Showtime (CBS Corp) and Starz (Lions Gate Entertainment Corp) to get content on board, a report by Bloomberg said on Wednesday, 13 March.

According to the report, the video service will mostly feature shows and movies from outside suppliers at the time of the launch, as its homegrown content is still in development, and is expected to start releasing only later this year.

Citing "people familiar with the matter", the report said that Apple is giving concessions in its talks, with at least some deals expected to be sealed by a "Friday deadline". Nevertheless, a breakthrough still remains elusive on aspects of marketing, promotion and user experience in the talks with HBO, Showtime and Starz, it further indicated.

That TV service will be a significant part of the event is suggested by Apple’s invitation for it, which goes with the tagline ‘It’s show time.’

An iPhone-connected credit card partnership with Goldman Sachs is also expected to be teased at the much-anticipated event, the report added.

Services seem to be occupying the centre of attention for the Tim Cook-led company at the moment. The Bloomberg report adds:

“This trio of new services will be the first major addition to the portfolio for consumers since the company launched Apple Pay in 2014 and Apple Music a year later.”

Bloomberg report

(With inputs from Bloomberg.)