“On Monday, we’ll finally find out where Apple’s billion dollars have gone,” Shara Tibken writes for CNET. “That’s the amount the company earmarked for a video streaming service that it hasn’t yet confirmed is coming. For years, rumors of Apple diving into a market dominated by YouTube, Netflix and other streaming companies floated around. It’s even talked up the shows and celebrities it’s cast.”

MacDailyNews Take: Actually, it’s over $2 billion, perhaps well over, by now:

“Apple’s joining a crowded field, and many of us already shell out money every month to several streaming providers,” Tibken writes. “Is there room for another?”

“Key to Apple’s success in streaming is just what’s offered on its service. No one will pay for content they don’t want to watch,” Tibken writes. “Apple has at least 30 projects in the works, with five reportedly ready to go. Apple’s announced partners include a multiyear deal with Oprah, Reese Witherspoon, M. Night Shyamalan, and Steven Spielberg… Ultimately, to get us all to subscribe, Apple’s got to offer something we can’t get anywhere else.”

Read more in the full article here.

MacDailyNews Take: Apple only needs one hit for the service to launch successfully. While the level of talent they’ve assembled doesn’t guarantee that, it vastly increases the probability that such an event will occur. If they include some original content as part of owning an Apple device or as part of a compelling bundle, they don’t even need a raging hit for the rollout.

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Apple’s original content: Free to owners of Apple devices – March 18, 2019
Analyst: Apple is planning to give billions of dollars in video content away for free – March 18, 2019
Apple patent application for Apple TV interface reveals aspects of live TV streaming service – February 5, 2019
Apple’s deep bench of original programming continues to grow – January 18, 2019
Apple plans to give away original content for free to device owners as part of new digital TV strategy – October 10, 2018