It has been almost four years since the launch of Apple TV+. The streaming service was introduced with a small collection of original shows as part of Apple’s strategy to prioritize services. Recognizing that relying solely on the iPhone for revenue was not sustainable in the long term, Apple turned to services as a potential solution.
Over the years, Apple has continued to enhance and release various services, including iCloud+, Apple Music, TV+, Arcade, News+, Fitness+, and financial initiatives. Initially, Apple TV+ was offered for free to almost everyone for a year. However, a lot has changed since 2019, and now the company positions the service as part of the Apple One bundle or as a trial for customers purchasing a new Apple product.
Apple TV+ has gained popularity for its highly-rated original shows and a collection of award-winning content. However, as an early Apple TV+ subscriber, I’ve noticed a shift in Apple’s strategy that resembles Amazon’s approach, and I find it rather displeasing.
For instance, when using Amazon Prime Video to watch “The Office,” you are required to watch a teaser for another Prime Video show beforehand. Additionally, there may be a recap of the previous episode and the need to skip the intro. It becomes tedious to click multiple times on the remote before accessing the desired content.
With their important shows like “Ted Lasso,” “For All the Mankind,” and “Foundation,” Apple seems to be adopting a similar path. To illustrate, when attempting to watch the latest episode of “Foundation,” I have to endure a commercial for another Apple-promoted show, a podcast about the new season of “Foundation,” a recap of the previous episode, and the opening theme. It can be quite overwhelming.
I already receive a notification when a new episode is available on Apple TV+, and the TV app interface showcases the latest content recommended by Apple. If I want more information about a show or movie, the TV app conveniently provides all the details. So why interrupt me when I simply want to watch the latest episode of a show I’ve eagerly anticipated for two years?
Apple can continue promoting TV+ through social media, content creators, their newsroom, or digital out-of-home experiences. However, I find it bothersome to be subjected to a series of trailers, ads, and recaps before the episode starts.
This annoyance will not lead me to cancel my subscription. However, in due time, I may prioritize watching the final episode of “And Just Like That…” on Max or a new episode of “Stranger Things” on Netflix over the next big offering on Apple TV+. This preference is driven by my desire to avoid interruptions caused by Apple’s promotional efforts for shows that I may not even be interested in.
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Basant Kasayap is an entertainment aficionado who delves into the glitz and glamour of the entertainment industry. From Hollywood to Bollywood to regional cinema, she offers readers an insider’s perspective on the world of movies, music, and pop culture.
