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Linked by Jason Snell

When will Apple TV+ launch and what will it cost?

How much will Apple TV+ cost? We may finally have our answer courtesy of Bloomberg’s Mark Gurman, Anousha Sakoui, and Lucas Shaw:

Apple Inc. plans to roll out the Apple TV+ movie and TV subscription service by November… The company will introduce a small selection of shows and then expand its catalog more frequently over several months, people familiar with the matter said. A free trial is likely… Apple hasn’t announced pricing for Apple TV+, but is weighing $9.99 a month, the people said, which would match Apple Music and Apple News+.

Interesting report, since earlier today the Financial Times said the launch would happen within the next two months:

Apple has committed more than $6bn for original shows and movies ahead of the launch of its new video streaming service, a ballooning budget aimed at catching up with the likes of Netflix, Disney and AT&T-owned HBO… The company’s new TV+ service will go live within the next two months, according to people briefed on its plans, in an attempt to pre-empt the launch of Disney Plus, which Disney has said it would debut in the US on November 12.

These can both be true, in that within the next two months is very definitely “by November.” I’m also a little surprised at the equivocation around that $9.99 price by Bloomberg, but the fact is, these service prices can really change up to the last minute.

That said, the video streaming world is pretty cutthroat right now. Apple may find it hard to go out at $10/month for a small set of original programs. Of course, a bundle with other Apple services might ease the pain somewhat.

On Twitter, Gurman says says the price is “one of multiple prices/launch strategies being considered” and that the initial slate of shows will be “The Morning Show”, “Amazing Stories,” “See”, “Truth Be Told”, and the documentary series “Home,” and possibly more.