Meet Texture, Apple’s latest acquisition (videos)

Wait, people still subscribe to magazines?

From Apple’s press release:

Texture brings over 200 of the world’s best magazines to life, providing an easy way for users to read high-quality stories and entire issues of their favorite titles. With Texture, users enjoy the magazines they know and love, while discovering new content that fits their passions and interests.

For now, still $10 per month, iOS, Android and Amazon Fire. 7-day free trial here.

Cue the videos:

My take: As someone who had a career—and raised a family—in the print magazine business, this makes me sad. It also raises an interesting question: If it makes sense to Eddy Cue for Apple to buy what Variety calls the Netflix of magazines, why not Netflix itself?


  1. John Kirk said:

    “If it makes sense for Apple to buy what Variety calls the Netflix of magazines, why not Netflix itself?”

    First, I can give you about 5 billion reasons why Apple should not fork out cash for Netflix. But Apple can afford 5 billion — chump change for them, really. So is there another reason why Apple should not be interested in Netflix? There sure is.

    Apple already has Netflix on their platform and they pay nothing for the privilege

    Apple’s goal with Maps, Apple Music, etc, is not to make money from those services (although they do). Their goal is to make their ecosystem more attractive. And when I say attractive, none of Apple’s services are designed to get you into the ecosystem — the hardware and software do that. The purpose of their services is to keep you in the ecosystem. Once you get hooked on iMessages, or the app store or Apple Music, you ain’t going nowhere.

    Apple doesn’t need Netflix. All Apple needs is enough good content to make you not want to leave the ecosystem.

    March 13, 2018
    • Richard Wanderman said:

      Excellent comment. Hopefully in all of this Apple won’t lose track of that fact that the plumbing of its ecosystem needs to be constantly tinkered with. As one who has been using said ecosystem since it was born, I’m not as happy with its plumbing as I’d like to be.

      March 13, 2018
  2. Ken Cheng said:

    Netflix now has a market cap of $143B. Acquiring them would cost even more. What do you think would happen to Apple’s share price if it were to acquire netflix’s less than $1B in earnings for a greater than $150B price?

    Acquiring Netflix is similar to acquiring Tesla, they’re far too expensive for what they would add to Apple. Further, you have to ask, can Apple replicate their business with organic growth for less than it would cost to acquire?

    March 13, 2018
  3. Fred Stein said:

    Agree with John, Richard, and Ken, and add:

    A typical premium for big public acquisitions is 20% or more, or $170B+ for Netflix. Then there are the hidden costs – Integration, loss of momentum and loss of top talent which adds another $10B (wild guess but not crazy).

    Apple’s content delivery platform for music or video makes sense because it’s open. That gives Apple customers the most choice and gives the content providers equal access to the best demographic, Apple customers. And Netflix’s stock price is based on Netflix being available on all platforms not just Apple’s.

    The economics aren’t there.

    Texture, though, makes great sense.

    March 13, 2018

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