Is Apple Building A YouTube Killer?


I don’t blame anyone who rolls their eyes at the mere mention of the latest “YouTube killer.” After 10 years of dominating video sharing on the web, YouTube has spawned more than a few competitors. Vimeo, Dailymotion, Yahoo Screen, Blip, The Scene, and more recently Vessel have all taken a swing at unseating the undisputed king of user generated video content, and while the jury is still out on a few of these platforms, so far none of them have managed to snatch YouTube’s crown. Still, when rumors start flying about Apple building its own YouTube slayer, we have no choice but to stand up and take notice.

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Several tech blogs have picked up on hints in a recent article about Apple’s attempts to sign Drake as a guest DJ for its iTunes Radio streaming music service. The author alludes to Apple’s future plans for music and entertainment noting that company appears “aimed at taking the best of Pandora, Spotify and YouTube and blending it into something that will outgun them all. There are plans for streaming music (and video), artists’ pages, a YouTube-style post-it-yourself destination called Apple Connect.”


There’s nothing the internet likes better than an Apple rumor, and several tech and news blogs immediately seized on the idea that Apple was planning to make a move on YouTube’s turf. Given that Apple is a week away from hosting its own developer conference, a popular forum to drop news of new products, some tech fans think the time is right for video. Apple allegedly plans to unveil its Beats powered streaming music service during the event and that product is rumored to be a Spotify killer. With Spotify recently pushing its way into video, Apple would be remiss not to escalate with a video plan of its own.

The rumor that Apple might be building its own video platform bubbles up every so often, usually in conjunction with a major tech event like Google’s recently concluded Google I/O. While most YouTube competitors are easily outmatched by the sheer tonnage of resources Google has to throw at its video subsidiary, an Apple-backed competitor might fare better. After all, Google may own search and web advertising, but Apple has a stranglehold on all the devices we hold dear, including the iPhones, iPads and other mobile devices which increasingly account for the bulk of YouTube views.