//Big Apple service launches offer little opportunity to marketers
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Big Apple service launches offer little opportunity to marketers

 

 

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Apple CEO Tim Cook explains how the new service offerings will work in tandem with the hardware and software of the company

Big event Monday does not disappoint in terms of glitter, glamor or even new offers, services like Apple News +, Apple Card, Apple Arcade and Apple TV + will be largely, if not totally, without advertising. Marketers looking for new distribution revenues and subscriptions for their magazines, games or video content could still be satisfied

Privacy reigns. However, the ads were unfavorable to advertisers, with the biggest applause coming for lines focused on privacy (and picky data) like when CEO Tim Cook explained the mechanism of customization. Apple News and Apple News + – the company's new subscription offering of $ 9.99 / month, which gathers content from about 300 magazines, three newspapers and a few editors Web.

"Sometimes people ask us how to recommend the best articles without compromising your privacy. . The answer is that we upload groups of articles from our servers, and then we use the device intelligence to make recommendations, "Cook said. "And that means we do not know what you read. In addition, we do not allow advertisers to track. So, what you read on Apple News will not follow you on the web.

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The Vice President of Apple Applications, Roger Rosner, explains one of the value propositions of Apple News

That said, Apple News + could be a boon to publishers looking for a new distribution and to supplement their current revenue streams with additional subscription dollars.However, it is also possible to cannibalize the current revenues of the news. subscription, because it includes a large volume of existing paid content – such as the Wall Street Journal – and costs the end-user only $ 9.99 / month.The WSJ's current annual commitment plan is 15 $ 60 a month It's unclear how the revenue will be divided between publishers, but the conditions should not be terrible because Apple has managed to gather a large number of participants – even if they are not New York Times nor the Washington Post, It should be noted.

A new type of credit card. Even one of the most popular data sources for merchants – a credit card – will be very different in Apple's new incarnation, the Apple Card.

"We created a Single Architecture for Apple C ard Where Apple Does Not Known not what you purchased WH ere you ] bought on or how many you paid for " said Jennifer Bailey, vice president of Apple Pay, speaking at the event." So contains [194590] 14] as to spend following and in All ] using on peripheral intelligence, not on Apple servers . And for Apple Card, Goldman Sachs never share or sell your data to ] third part for marketing or for advertising . "

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Jennifer Bailey, Vice President of Apple Pay

Apple Arcade and of Apple TV + The company's new game subscription and video content services, respectively, will be released this fall, the company said. Each of them will be a subscription for the original and exclusive content, but it is difficult to predict how much they will likely hold the attention, since the price information does not have have been published yet.

[19459006Whyshouldmarketersbeconcerned? If Google is the very embodiment of the ad-supported model, Apple is clearly positioning itself as the anti-Google, seeking to distinguish itself from the search giant on every occasion. Thus, in addition to the revenue-generating revenue opportunities and subscriptions for content creators, perhaps the greatest importance of Apple's ads lies in what they say in the marketplace.

If consumers flock to paid services and perform all their content search, browsing and viewing (not to mention paying with the Apple card) behind the privacy barrier of the company , the ability of marketers to analyze data to draw conclusions will be all the more mediocre.

Learn more about the news

The new Apple The TV application is intended as a one-stop shop for video content, where users can access their cable TV services and subscription from one place. It will be available not only on the Apple TV device, but also on smart TVs and streaming devices such as Roku and Fire TV. Card subscriptions of premium channels like HBO and Showtime will also be part of the offer. wAAACwAAAAAAQABAEACAkQBADs= - Big Apple service launches offer little opportunity to marketers1553551105 674 big apple service launches offer little opportunity to marketers - Big Apple service launches offer little opportunity to marketers

Peter Stern, Vice President of Services at Apple, Explains Apple TV Channels and Apple TV

The announcement by Apple of its ambitions in terms of video content from Apple. Origin (Apple TV +) was particularly followed by stars: everyone, from Jennifer Aniston to Steven Spielberg, was represented and several new shows promised. Oprah crowned the event by promising a wealth of collaboration through documentaries and even an interactive version of her book club. "I joined forces with Apple because a company has redesigned the way we communicate," Winfrey said. "I joined the group to serve this moment because the Apple platform allows me to do what I do in a whole new way: to take everything I 've done to the next level. learned about connecting with people. "

About the Author

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Pamela Parker is responsible for content at Marketing Market, on the current market and . . She is a respected authority in digital marketing. She has been writing and writing reports on the subject since 1998. She is a former editor of ClickZ and has worked on behalf of companies to help independent publishers monetize their sites at Federated Media Publishing.