Somehow I have avoided most of the televised debates and town halls this presidential election cycle. It’s not that I am a cord-cutter; there’s a TV in my bedroom. And it’s not because I am not interested in what the candidates have to say. Truth is, I am getting most of what I need on my IPhone via the pre-installed Apple News app.
It’s pretty cool, and I open it at least ten times a day for quick reads on things that matter to me, from the sublime (in-depth articles from The New Yorker) to the ridiculous (listicles from Buzzfeed like “31 Beauty Products From Walmart That Will Help You Save Time In The Morning.”) There is no mobile app that I use more than Apple News. And it’s safe to say that I have accepted the notion — at least unconsciously — that Apple is a media company.
Sorta.
I understand that the service in fact has a small staff of editors who curate news from hundreds of publications. But it takes more than that to be a media company. Apple has been making a number of moves in that direction. With its streaming service on Apple TV, the company recently joined the ranks of Netflix and Hulu. And with last year’s introduction of Apple News+, it is is looking to diversify revenue with a subscription model.
So, there’s no doubt that Apple is becoming more of a services company. In four years, the company doubled its services revenue from $6.1 to $12.7 billion (in its first fiscal quarter this year). That said, the Apple News+ service has struggled to grow its subscriber base, and earlier this week it parted ways with Liz Schimel, head of Apple News. Perhaps it’s prescription fatigue. Why pay more when the free service —Apple News — might be enough?
But whether or not Apple News+ turns a profit anytime soon, the free version of the app will get a spotlight tonight at the New Hampshire Democratic debate. Apple will give you a peek at some new bells and whistles, like “real-time election results data from the Associated Press for each state primary, providing county-by-county results, a national map tracking candidate wins by state and a delegate tracker detailing candidates’ progress toward securing the nomination.” Another feature: the ability to send questions to the moderators via email, directly from the app.
It may be a way to entice people to try the premium service under a free trial. But I’m guessing that this is not what’s at stake tonight. Apple’s greatest asset is its brand, and it has invested mightily to burnish that brand. But to earn its right as a brand that’s extensible enough to include its identity as a media company, Apple will need a little help from its friends, like ABC News, its partner and co-host at the debate. No one from Apple will serve as a moderator. That role will be led by ABC News Chief Anchor George Stephanopoulos. But you can bet that the Apple brand will be burning bright tonight, arguing silently that the company has arrived.
