Apple’s TV+ plans need a few more weeks to hatch, extends free trial
Apple is reportedly extending the free 12-month trials it offered up the first generation of Apple TV+ subscribers into February. Why?
What’s the story?
Apple says that people whose free 12-month sub times out across the coming 12-months will see the free trial period extended into February.
The company last year gave Apple hardware purchasers free 12-month access to Apple TV+ as it attempted to generate interest in its product.
The channel launched with limited content, and it is likely Apple had intended to ramp up available shows fast, but was unable to do so as COVID-19 meant filming could not take place. Content delivery was delayed, which means its catalog isn’t where the company needs it to be.
We’ve seen that the company is working furiously to build a world-class content creation team, and it’s Really Very Clear (RVC) that money isn’t really an object: Apple wants to build a world-class product for a global audience.
However, delays delivering new content will have impacted its plans, which is why I think it has extended the free period, despite AppleOne.
Give me just a little more time
The thing is, I don’t think the time it’s buying will be quite extensive enough. The second wave of the pandemic will inevitably impact content creation and I’m uncertain if it will be where it needs to be even by February as a result.
I’d argue that, given the financial impact is relatively small in comparison to the content investments it is making, the company should consider a longer extension and continue to make TV+ as widely available as possible, with free trials, competitions and other promotional attempts.
It should also work to reach audiences outside of its core. After all, what is the point of getting TV+ on Xbox unless Xbox owners choose to watch the shows?
Given my feeling that the company will inevitably develop world-class shows that win the kind of loyalty you get from Game of Thrones, the right time to end the trial will be just after the first couple of episodes, once the world is hooked. And I think we won’t see that show until spring.