Bundling will happen. Tim and company are feeling the heat from the 10+ million paying subscribers Disney+ is getting.
Unlike Apple TV+, Disney+ actually substantiated it's claim of "millions." And, a lot of those millions will be PAYING customers on 11/19.
How many paying customers will Apple have this year? How many paying customers does Apple even have in these forums? Not many.
They aren't feeling any heat at all. Streaming video services are not an either/or proposition. You don't think apple knew they'd come in as the underdog? A company with no content of their own has to build content from the ground up. This is very expensive and takes many years. Other content producers have decades of content at launch. Apple knows they're going to take a loss on ATV+ for years. They may never recoup their costs. They plan for that. It doesn't have to be a successful stand alone service. They use it to bring people in to the apple ecosystem. It's just one piece to help drive sales in other areas for them.
Now if this was a music service where every company has all the same songs, yes, they'd have to find innovative ways to compete. It's all the same content. You most likely wouldn't subscribe to multiple music services. There's no need.
With a video service all content for each provider is unique. Especially as they pull back from Netflix, amazon and hulu and directly sell their own content. You don't have to pick only one service.
You pick the ones that offer the content you want to see. Maybe you keep the subscription ongoing. Maybe you subscribe, watch what you want and quit. They don't have to have a ton of content as we can only watch so much tv. They just need to have just enough to keep you going. 10 hours of content from one service per month may be enough if that's all the time you have. What ATV+ has now and what's in the lineup for the coming months is all I need as with all the other TV I have it's all I have time for.
The only thing Disney+ gives me is the mandalorian and that first episode was disappointing. But I find most first episodes of shows usually are. I already own or have seen everything else they currently offer(that I have an interest in). I'll likely wait for original series to be fully released, subscribe, binge, cancel. Repeat. I really only have so much time for tv so it doesn't matter who has the most content.
Quality over quantity. Of course we all define quality differently. Isn't it great we have choices?
And all the streaming services have available discounts or bundles to get them for free.