Netflix's move is hardly surprising given its already-strained relationship with Apple; the firm refused to be part of Apple's TV app when it first launched in 2016, and in 2018, Apple stopped selling Netflix subscriptions through its App Store.
The streaming video service's CEO, Reed Hastings, confirmed this at a press event today in Los Angeles, California. "We want to have people watch our shows on our services". The SVOD service has also shied away from integrating its offering with Apple TV apps.
Apple is expected to unveil a television and video service at an event on March 25, a move that will amp up competition for Netflix and others that deliver entertainment programming online.
The streaming video entertainment sector is becoming ever more competitive, with Disney and Warner Media now working on their own plans, joining Netflix and Amazon among others.
That's separate from the original content Apple has been commissioning. The content leader "shrugged" when answering a question regarding this impact, with Sarandos saying Apple was not an important revenue source for the company.
Hastings' confirmation follows experts' prediction that Netflix may not be included in Apple's TV service.
"You do your best job when you have great competitors", he said, but acknowledged that sourcing original content is getting more expensive.
Hastings called Netflix more of a content company, owing to $10 bn spend on content sourcing, as opposed to a technology company as that spend was around $1.2 bn.