At ₹99/month, Apple’s OTT offering is a steal; but local content will be the key

Apple has always been an aspirational brand for the Indian consumers but many found its devices unaffordable. That’s set to change with Apple TV+, an online streaming service for ₹99 a month available from November 1.

This makes the service one of the cheapest in the country, with original content and a celebrity lineup. Analysts said this may not be enough for Apple to make an impact in the Indian market that has over 35 OTT players.

“In India, global content has been well received both through Netflix and Amazon Prime. However, they have diversified their library to focus more on enabling local content. Apple on the other hand never localises the product and that could be a challenge for the success of Apple TV+ in India,” said Faisal Kawoosa, founder and chief analyst at techArc.