Apple takes a jab at rival streaming services like Netflix and Hulu, says it has received more award recognitions faster than any competitor

Zack Van Amburg, Apple's head of Worldwide Video

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Apple is asserting its place among streaming services by raking up award nominations. 

The company received two Oscar nominations on Monday: Best Animated Feature for “Wolfwalkers” and Best Sound for “Greyhound.” The two nominations were Apple’s first since launching its streaming service in November 2019.

Apple said it has received a total of 81 awards wins and 329 nominations to date.

After the Oscar nominations, Apple said in a blog post it has received more award recognitions faster than any other streaming service. Apple Originals have received wins and nominations for Golden Globe Awards, Emmy Awards, Critics Choice Awards, and more, the company said.

“Nothing is more exciting than seeing these unique and meaningful films resonating with both critics and audiences globally,” Zack Van Amburg, Apple’s head of Worldwide Video, said in a release. “We are incredibly proud of what we’re building at Apple.”

Apple shook up the streaming service industry after releasing its $4.99 product, at least a few dollars less per month compared to rivals like Netflix and Hulu. But Apple offers significantly less content than Amazon, Netflix, and Hulu because it solely offers original content.

Apple’s subscriber growth has been much slower compared to Disney Plus, which also launched in November 2019. Within 16 months, Disney amassed 100 million global subscribers — a number that took Netflix 10 years to reach. Though the company has not released subscriber numbers, Apple TV Plus had just 3% of market share in the fourth quarter of 2020, according to a JustWatch report obtained by 9to5Mac.

Late last year, CEO Tim Cook announced Apple would group services like streaming, news, and music starting at $14.95 a month. Services account for nearly one-fourth of the company’s revenue, behind only the iPhone.

Insider’s Lisa Eadicicco reported leadership departures, including that of legendary designer Jony Ive, in the last several years have ushered in a change in direction at Apple. The company is reportedly working on ambitious projects like a foldable iPhone, self-driving car, and a virtual reality headset.

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