La marque à la pomme mise de plus en plus sur les services afin de faire face au ralentissement décevant des ventes d’iPhone. En effet, Apple va bientôt lancer un service Streaming vidéo, qui viendra rivaliser Amazon, Hulu et l’incontournable Netflix. Le projet longtemps tenu secret, sera enfin dévoilé ce 25 mars. Décryptage !
Le géant américain de l’électronique est désormais prêt à tout pour se détacher de son produit vedette et ainsi redresser la barre. Outre ses divers services : Apple Music, iCloud, Apple Pay, et App Store, Apple continue de diversifier ses sources de revenus, et espère trouver un autre relais de croissance à travers le lancement d’une plateforme de Streaming vidéo. Ce service est en préparation depuis quelques années sous la direction d’anciens responsables de Sony Pictures, et sera lancé prochainement aux Etats-Unis. Les autres pays devraient en bénéficier dans les mois qui suivent.
Quels contenus sur la plateforme ?
La firme de Cupertino envisage de sortir de l’ordinaire en offrant un contenu prestigieux et original : « Nous allons participer au monde du contenu orignal. Nous avons plusieurs partenariats, notamment avec Oprah Winfrey », a révélé Tim Cook, le CEO d’Apple. En effet, le catalogue comprendra des contenus exclusifs ou achetés par Apple, notamment des séries, films et documentaires, mais aussi des abonnements à d’autres services SVOD comme HBO. De plus, la ligne éditoriale de la plateforme sera largement moins subversive que Netflix : il s’agit donc de réduire autant que possible les scènes de sexe, de violence et de drogue.
L’entreprise californienne nous réserve de beaux projets qui seront annoncés lors de la soirée de lancement de la plateforme. Les rumeurs laissent entrevoir la participation de plusieurs stars hollywoodiennes, comme Jennifer Anniston et Reese Witherspoon qui seront associées dans « The Morning Show », une série traitant des talk-shows matinaux américains.
De plus, la firme américaine est en train de développer un remake de la série « Amazing Stories » produite par Steven Spileberg dans les années 80. Les fans de fantastique et de science-fiction n’auront rien à envier aux autres : « Fondation », l’une des œuvres majeures de l’immense Isaac Asimov sera adaptée en série… Une autre série nommée « For all Mankind » fait partie des productions les plus attendues. Elle est réalisée par Ronald D.Moore, le même producteur de Star Trek et Battlestar Galatica.
Apple mise tout sur la qualité, et il y en aura pour tous les goûts :
- See: Une série fantastique avec Jason Momoa (Aquaman) dans laquelle toute la race humaine a perdu la vue. Elle est réalisée par Francis Lawrence (Red Sparrow).
- Dickinson: Comédie sur la poétesse Emily Dickinson, jouée par Hailee Steinfeld (True Grit). La série est créée par Alena Smith, scénariste de The Affair.
- Little America: Série d’anthologie sur l’immigration aux États-Unis. Elle est scénarisée par Kumail Nanjiani et Emily V. Gordon, nommés aux Oscars pour The Big Sick.
- Home: Une série documentaire de dix épisodes réalisée par Matt Tyrnauer qui s’intéresse aux maisons luxueuses.
- Wolfwalkers: Un film d’animation sur une jeune fille cherchant à sauver les loups d’Irlande de l’extinction. Il est réalisé par Tomm Moore et Ross Stewart (Brendan et le secret de Kells).
- My Glory Was I Had Such Friends: Une mini-série basée sur le livre de Amy Silverstein racontant son attente d’une seconde greffe du cœur. Le rôle principal sera tenu par Jennifer Garner (Alias).
- Hala: Un film de de Minhal Baig racontant les difficultés d’une adolescente musulmane.
- Defending Jacob: Une série de 8 épisodes avec Chris Evans (Captain America : First Avenger) dans laquelle un garçon de 14 ans est accusé de meurtre.
Et bien d’autres productions non encore dévoilées…
Quel prix pour en bénéficier ?
Le prix de l’abonnement à la future plateforme demeure inconnu… Or, Apple ne devrait pas aller au-delà des tarifs proposés par Netflix, pour espérer se faire une place sur un marché déjà bien concurrentiel qui accueillera bientôt Disney. Selon les rumeurs, la marque à la pomme envisage de faire plaisir à ses fidèles en leur offrant le service gratuitement ! Ainsi, les utilisateurs des produits Apple (Mac, iPhone, iPad, Apple TV) n’auraient rien à débourser. En revanche, cette générosité est loin d’être anodine, cela permettrait inéluctablement de booster les ventes d’iPhone et d’iPad, ayant connu récemment une chute considérable.
Une autre piste pourrait être celle d’un abonnement unique pour profiter de tous les services d’Apple, comme ce que propose Amazon avec Prime. Ainsi, on pourrait avoir accès à Apple Music, iCloud, le kiosque presse, mais aussi au service de vidéo avec un seul et même abonnement.
« It’s showtime » !
C’est confirmé ! Apple a convié la presse à une Keynote qui se tiendra à son siège de Cupertino ce 25 mars. La conférence sera consacrée aux nouveaux services de la firme, notamment le service de presse « Apple News » et un système d’accès à des jeux vidéo en Streaming. L’entreprise californienne compte également dévoiler quelques extraits des contenus de la plateforme Streaming, dont la série qui réunit Jennifer Aniston, Reese Witherspoon et Steve Carell.
Et Netflix ?
La guerre du Streaming s’annonce rude ! Le patron de Netflix a déclaré, lors d’un événement presse organisé lundi dernier à Los Angeles, qu’il est hors de question de collaborer avec Apple : « Apple est une super entreprise, mais nous voulons que les gens regardent nos contenus sur nos services. Nous avons fait le choix de ne pas être intégrés à leur service ». Autrement dit, il ne sera pas possible de souscrire à un abonnement Netflix via la plateforme mise en place par Apple. En revanche, le SVOD de la firme donnera à la fois l’accès à des contenus 100% originaux mais aussi d’autres services de Streaming partenaires. Lors de la même conférence, Reed Hastings reconnait que la concurrence risque de s’exacerber vu le nombre croissant des entreprises sur le marché du Streaming, notamment Disney qui envisage de lancer sa propre plateforme nommée Disney+ : « Ce sont de formidables et grandes entreprises ayant de l’argent, mais vous faites du meilleur travail quand vous avez d’excellents concurrents », ajoute le PDG de Netflix.
Un lancement pour quand ?
Pour pouvoir en profiter, il faudrait prendre son mal en patience : le lancement ne s’effectuera certainement pas avant cet été. Les précédentes rumeurs ont fait état que le service serait d’abord lancé aux États-Unis, ce qui suggère une disponibilité en France et ailleurs en 2021. La date définitive sera donc dévoilée lors de la Keynote. Stay tuned!
Affaire à suivre….
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