Apple made a splash by finally announcing the arrival of its incoming streaming service, Apple TV Plus, in late 2019. But for a company without a catalog of movies and shows from scratch, what exactly is it? His plan to carve out his own market? Eddy Cue, Senior Vice President of Internet Software and Services at Apple, explained Apple's ambitions for online streaming and explained how they plan to do things differently from Netflix, the current market leader. Cue is diplomatic about the nature of his competing services, which inevitably requires comparisons with the likes of Netflix and Amazon Prime, or Disney Plus, which launches just weeks after Apple TV Plus. "Her motto is to create a lot of content so you can always watch something and it works really well," Cue said. "There is nothing wrong with this model, but it is not our model." Meanwhile, Apple will focus on "creating the best" content, rather than "creating more." That's in line with comments we've already heard about the bounty ambitions of Apple, the company that finances a series of low-budget films with Oscar potential. It's clear that Apple is hoping to gain some cachet rather than just a number of users, though the limited nature of its library at launch may be a problem.