I don't think anyone expects Netflix to close up shop based on Apple TV+'s launch. Netflix will of course fight for its life.But, that wasn’t really the point. I just don’t think it will be a Netflix killer at launch.
Maybe sometime down the road, just not in November.
Here's the thing: TV streaming services are different from phones. When someone bought an iPhone, it usually meant a lost sale for Nokia or RIM or Sony Ericsson. Hardly anyone carries more than one phone around (I know they exist; they post here, but they are not typical). Even if Apple had given away the iPhone at launch, those other companies would have lost a sale. But a far greater portion of the TV streaming consumer base is subscribing to more than one service at the time. With Apple TV+ being free for a lot of people the first year (and cheap even if you pay monthly), the other services won't feel the pinch immediately.
Apple is not aiming to kill anyone at launch. They're aiming to succeed. And they're aiming to compete in terms of quality, because that will affect their future success. Sometime down the road, Apple will want to make money from its streaming service. Not just in terms of hardware sales, but directly from subscription fees.