Rip. Mix. Burn. was a thing the music industry did not care for, but Apple used that advertising campaign as leverage to, 1) thwart the Napster era which was hurting music sales, and, 2) get music executives to agree on a way to sell songs online– Apple’s way. The same thing holds true for video content, but with one exception.
All About Hardware
Back in 2001 when Apple debuted iPod, the company was mostly the Mac maker. Hardware. Apple and Mac were somewhat synonymous. iPod changed that but only after the iTunes Music Store came along and online music purchases crossed over to Windows-based iPods. Apple’s enormous profits today are still hardware based, and since ever more devices are video capable– thanks to bandwidth, streaming, YouTube, and other sources– Apple needs the iTunes Music Store to be more video capable.
Video content is everywhere but Apple missed a few opportunities to own a platform or two. Google snapped up YouTube. Facebook and Instagram cornered the social network content. Apple fooled around with the Apple TV hobby while the rest of the video watching world decided to cut the cord and watch what they wanted on any device.
Thankfully for Apple, the company is all about hardware, so watching anything on an Apple device has become easier.
Apple sells hardware and that’s why Apple needs video content. You know. Like Netflix. To date, Apple has committed a few billion dollars to create original video content. You know. Like Netflix. Like Amazon. And like content devouring cable and network television. Content is the new drug for technology companies, and few companies have Apple’s installed base of video hungry customers willing to spend money on new hardware.
Simply put, Apple needs video content to help sell more hardware. Why was there an iTunes Music Store? To sell iPods. Why is there an App Store? To sell iPhones and iPads. Why is there Apple Music to compete with Spotify and Pandora? To sell hardware.
Apple TV is a piece of hardware, but note that Apple video content works everywhere. Mac, iPhone, iPad, Apple TV, et al. Apple Music works on Mac, iPhone, iPad, Android, and even HomePod. Apple has extended its content bias toward video because that will help sell more hardware.
Yes. It’s that simple.