Apple Looks to Take on Amazon With 'Apple One'

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Just when you thought bundled content offerings were a thing of the past.

Apple (AAPL) - Get Report is prepping the rollout of a new series of bundled, subscription-based offerings called “Apple One” that will let customers subscribe to several of the company’s digital entertainment and other offerings for a monthly fee.

Citing people familiar with the plans, Bloomberg reported on Thursday that the Cupertino, Calif.-based company is looking to launch Apple One as early as October alongside the next line of iPhones, many of which will include faster 5G capability.

Different tiers will be offered to subscribers, including a basic package that will include Apple Music and Apple TV+, a more expensive option that tacks on the Apple Arcade gaming service, and a third option that adds Apple News+, according to Bloomberg. The top Apple One bundle will include extra iCloud storage for files and photos.

The effort follows in the footsteps of Amazon.com (AMZN) - Get Report, specifically its Prime program, which combines its video and music streaming service with free, expedited shipping and other services for a flat monthly fee.

However, it also follows a familiar yet not-so-well-received trend adapted by the cable-television industry that forced TV-watchers to pay for bundled channels they didn't necessarily want or need in order to receive the ones they did.

The company also is developing a new subscription for virtual fitness classes that can be used via an app for the iPhone, iPad and Apple TV, according to Bloomberg.

Codenamed “Seymour,” that service will be offered in a higher-end bundle designed to entice users of other virtual classes offered by the likes of Peloton Interactive (PTON) - Get Report and Nike (NKE) - Get Report, Bloomberg said.

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