Part of me still thinks that it won't be the $9.99 price tag, or it'll be available bundled with other services for free or a less expensive charge.
All are certainly possible. I would expect that there will be an option for customers to just purchase the service by itself, even if there is a more attractive bundle. My basis for that guess is the inclusion of the TV app on some other TV platforms. That indicates that they want to be able to sell this content to people outside the ecosystem. Or not. :-D
I'm also open to the idea that they will have additional licensed content, but I'm unsure of what that licensed content might be.
Here is where I think many people may be making a mistake.
Disney seems to be migrating most of their content from Netflix to Disney+ and Hulu, which will most likely be the home of Fox content as well. WB seems to have plans to migrate most of their content to the upcoming HBO Max, and Universal seems to have plans to migrate their content to their upcoming streaming service. Paramount's content will probably migrate to CBS All Access, leaving only Sony and Lionsgate among the bigger content owners. Lionsgate could have made a deal with Apple, and Apple will more than likely have a bigger catalog by the time that contract runs out, even if CBS buys Lionsgate and wants their content for CBS All Access.
Apple has been working on this deal for a long time. It is certainly possible that some of their deals for content pre-date AT&T’s acquisition of Warner and Disney’s acquisition of Fox. They would also pre-date the not even approved Paramount CBS deal.
In addition, while Disney, Warner and CBS all have incentives to pull much of their content into their own services, they also have incentives to license some of it to others, as it will make them more money. No matter how much content they each have, there is a limit as to how much people will pay for a service. Let us speculate that is something under $20 a month. That means that no matter how much content each service has, they will not get more than that max price from a customer. Now if they determine that they need to have 500 films, and 2,000 TV episodes (numbers picked at random) to get people to subscribe, then if they have 1,000 films and 4,000 TV episodes, they are not getting anything extra for the extra 500 films and 2,000 TV episodes. On the other hand, if they chose to license some of those films or shows to another service, they would be getting 100% of their customer revenue and some percentage of one or more other services revenue. Not sure that is what they are going to do (they can be very dumb sometimes) but it would certainly make sense. :-(
Sony's an interesting possibility. I haven't thought of them.
A24, Annapurna Pictures, Dreamworks Pictures, MGM, Lionsgate/Summit, Skydance, United Artists, and many others do not have deals (and all have varying ownership deals with their distributor). In addition, Apple is rumored to have spent $6 billion. Their feature film budgets are rumored to be between $3 million and $30 million. That could mean as many as 100 films out of that number (figuring a 50/50 TV to feature split and an average $30 million budget) All of this could mean a pretty substantial library of content.
We know A24 has a development deal with Apple, but they have a pretty limited catalog. Ditto for STX.
These and many others.
I don't know. As I stated, I never claimed to know. I just know that the rumored $9.99 seems to be a bit steep for me personally. I look forward to seeing what they do.
My point was not that you were unique in speculating, but that everyone on this thread who is responding as if they know all the details, based on a few trailers and leaks. Your comments were more reasonable then many, but my point was that responding to rumors as if they were fact and the limited number of trailers as if that was all that they will have, is taking a big risk.