CUPERTINO - Apple Inc attempted to reintroduce itself on Monday as an entertainment and financial services company that also makes iPhones as it launched a streaming television service, a credit card and an online gaming arcade.
Apple is taking a different approach by offering paid “channels” from AT&T Inc’s HBO, Lions Gate Entertainment’s Starz and CBS Corp’s Showtime, alongside its own content. The launches come as Apple struggles with falling iPhone sales, which has prompted the company to turn more of its attention to services that provide regular subscription revenue.
Alongside its own iPhones, iPads and iMacs, Apple will make the programming widely available through smart TVs and devices from Roku Inc and others, departing from the past where it has tended to keep content exclusively on its own hardware.Throughout the presentation, Apple executives stressed privacy protections for consumers as they shop and consume content.
Apple then introduced a titanium, laser-etched Apple Card backed by Goldman Sachs Group Inc and Mastercard Inc that can track spending across devices and pay daily cash back on purchases. Cook said Apple Pay will be available in more than 40 countries by the end of the year. As with its original content service, Apple did not say how much its gaming service will cost consumers.With its new media push, Apple joins a crowded field where Amazon.com’s Prime Video and Netflix have spent heavily to capture viewer attention and dollars with award-winning series and films.
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