New episodes of The Morning Show, See, and For All Mankind are up

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New episodes of The Morning Show, See, and For All Mankind are up
Apple TV+ launched on November 1.
Photo: Apple

If you’re out of Apple TV+ episodes to watch, there’s some good news. Today Apple debuted new episodes of See, The Morning Show, and For All Mankind.

The shows officially debuted at midnight Eastern Time, providing confirmation of how Apple will roll out new shows each week.

Rolling out new Apple TV+ episodes gradually

Apple’s approach to rolling shows out gradually (with the exception of the first three shows as teasers) might seem strange. Apple TV+ has launched with way less content than services like Netflix. Even though it’s cheaper, on a dollar-for-minute basis, it’s still much pricier than rivals.

But there’s method to the madness. While binge-watching has become standard in the streaming age, this causes plenty of issues for streaming companies. When it comes to hit shows, lots of customers will subscribe, watch everything, and then cancel their subscription. That means churn, which is bad news for any company wanting to establish a consistent subscriber base.

By rolling out its shows gradually not only does Apple stretch its material further, but also (in theory) keeps people hanging around for longer.

Interestingly, Apple isn’t taking this approach to all its content. Apple TV+ debuted every episode of Dickinson at once. Apple has also released its kids’ shows in one go.

Of course, if you’re dead-set on binge watching shows, you can do it by simply waiting for every episode to air. Then you can sign up and watch it all at once. That will mean waiting around until the end of 2019 for the first seasons to finish, though.

One interface suggestion for Apple, though: How about a countdown to show exactly how long you’ve got to wait until the next episode goes live?