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On Friday, Apple began promoting its streaming show Carpool Karaoke: The Series inside of the TV app, marking the first time the entire series will be available for people who don't subscribe to Apple Music. Carpool Karaoke and Planet of the Apps -- which represent Apple's foray into original television content -- have been mainly housed inside of the Music app since they both launched last year, and in the ensuing months the company has been connected to over a dozen upcoming original TV shows.

Apple has set aside $1 billion for its TV efforts, with a global team working on high-quality dramas that reports have compared to Stranger Things and Westworld, in terms of scale. Due to the amount of money it's putting into the initiative, Apple is expected to distribute the shows via subscription service of some kind, and with the recent expansion of Carpool Karaoke into TV we now have a potential hint at what Apple might do when launching its next set of shows.

carpool-karaoke-on-tv-2.jpg

Apple started off leaning into Apple Music as its home for new shows, with a "TV & Movies" category in the Browse tab, so it's been somewhat unclear how the company will go about launching its own streaming TV service. Possibilities include keeping the shows within Apple Music and bundling a TV category into user subscriptions, launching a completely new streaming service and connecting it to iTunes somehow, or making the service and shows available in the existing TV app.

That last option appears like a solid guess now that the entirety of Carpool Karaoke is rolling out on TV. When the app is opened this week, Apple gives Carpool Karaoke prime placement on the "What to Watch" tab, along with an exclusive tab bar that highlights the free episodes of the show. One of the advantages of Apple TV and the TV app is a quick snapshot of every app that a show or film is available on, and for Carpool Karaoke instead of just "Music," it's now "Available on TV."

carpool-karaoke-in-tv.jpg

This means that when you click the play button, you won't be diverted to another app to stream the show since it'll be playing directly in TV, similar to how purchased movies and TV shows from iTunes work in the app (on the other hand, Planet of the Apps does not have an "Available on TV" label and still must be watched in Music). If combined with its upcoming plan to offer subscriptions to other streaming services in TV, Apple could then let users subscribe to its own service within the app, with a dedicated area for shows exclusive to the company.

Apple's weekly rollout model for episodes of Carpool Karaoke could also be a hint at how some shows might debut on the dedicated streaming service. Following the first two episodes, Apple will now put one episode onto the TV app every Friday until the season is finished at episode 19. Streaming networks vary in episode distribution strategy, with Netflix popularizing the all-at-once model while Hulu chooses to release episodes of its shows, like The Handmaid's Tale, one episode per week.

carpool-karaoke-ios.jpg
Every Friday, Apple will add a new episode of Carpool Karaoke into TV


The tricky thing is that Apple Music itself does connect to the TV app, so even if some shows initially launch bundled into Apple Music, you'll still be able to keep them organized in TV (like you can with Planet of the Apps right now), with the main difference simply being the actual location of streaming the series. Of course, we won't know for sure how we'll be watching Apple's shows until the company lays down its plans for the rollout, which could launch as early as March 2019 according to the latest rumor.

Article Link: Carpool Karaoke's Distribution in Apple's TV App Suggests Roadmap for Future Shows
 

JoEw

macrumors 68000
Nov 29, 2009
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I still fail to see how Apple can make a real dent in this space, seems we have crowded market of premium shows as is. Also, how can a show gain mass culture appeal when it’s confined to the Apple ecosystem?
 

DNichter

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Apr 27, 2015
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I still fail to see how Apple can make a real dent in this space, seems we have crowded market of premium shows as is. Also, how can a show gain mass culture appeal when it’s confined to the Apple ecosystem?

I am sure they can. Pay for the best actors/actresses/directors and you can get some great content. The Apple ecosystem is so huge that they can easily make a dent, they just need a hit. iOS has 700M users, Netflix has 125M for comparison.
[doublepost=1526323888][/doublepost]The list of shows I have seen seem pretty solid, definitely some quality content. Much better than this garbage. We'll have to see how it gets to users though as I don't expect it to be free through the TV app. I am still hoping for a subscription service that includes iTunes movies and shows, live TV, and original content. I'd happily pay $60/month for it.
 

GeneralChang

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Dec 2, 2013
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I still fail to see how Apple can make a real dent in this space, seems we have crowded market of premium shows as is. Also, how can a show gain mass culture appeal when it’s confined to the Apple ecosystem?
It seems like more effort into the services section of their earning. These shows will hardly be confined to the Apple ecosystem as long as they're available in Apple Music, which is basically a standard subscription service if you've got an Android or Windows device. These shows are just an effort to sweeten the appeal of that subscription to folks outside the ecosystem.

Whether that'll work or not is another ball of wax entirely, because you're right about the premium drama space being crowded. But I get why they're trying.
 

ipponrg

macrumors 68020
Oct 15, 2008
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Really looking forward to Carpool Karaoke and Little Women.
[doublepost=1526325675][/doublepost]
I am sure they can. Pay for the best actors/actresses/directors and you can get some great content. The Apple ecosystem is so huge that they can easily make a dent, they just need a hit. iOS has 700M users, Netflix has 125M for comparison.

You're assuming that 700M iOS users would pay for this. Rule of thumb is take what you think how many people will pay and chop it by 75% for a more realistic expectation.
 

DNichter

macrumors G3
Apr 27, 2015
9,184
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Philadelphia, PA
Really looking forward to Carpool Karaoke and Little Women.
[doublepost=1526325675][/doublepost]

You're assuming that 700M iOS users would pay for this. Rule of thumb is take what you think how many people will pay and chop it by 75% for a more realistic expectation.

No, I am saying that the available base of users is huge. I don't expect 700M to sign up, but if you can get 25% as you said, that's already bigger than Netflix. I am just saying the opportunity is there and from what I saw, the quality of content looks pretty good.
 

ipponrg

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Oct 15, 2008
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I don't expect 700M to sign up, but if you can get 25% as you said, that's already bigger than Netflix

I said 25% of what you think how many people will pay is very different than 25% of 700M people.

It would be a pipe dream to think Apple's initial offerings would entice more than 125M people globally to subscribe to this service.

To give you some perspective, Apple Music has 38M paying subscribers globally. Using your number and assuming only iOS users subscribe to Apple Music, that would imply 5.4% of total users are currently subscribed. Obviously this doesn't take into account the household to device ratio.
 
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DNichter

macrumors G3
Apr 27, 2015
9,184
10,722
Philadelphia, PA
I said 25% of what you think how many people will pay is very different than 25% of 700M people.

It would be a pipe dream to think Apple's initial offerings would entice more than 125M people globally to subscribe to this service.

To give you some perspective, Apple Music has 38M paying subscribers globally. Using your number and assuming only iOS users subscribe to Apple Music, that would imply 5.4% of total users are currently subscribed. Obviously this doesn't take into account the household to device ratio.

Yea I get that. I’m just saying there is potential. Right now there is no service so we have no idea what will happen. All I’m saying is Apple has the money and install base to potentially make a dent in this area. Just like Apple Music.
 
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