Apple TV+ debut tarnished by dour 'Morning Show' reviews

Apple TV+ (AAPL) had a rough debut.

The platform officially entered the streaming wars on Friday, but lackluster reviews are dogging its flagship series, “The Morning Show.”

Critics listed a litany of complaints about the Jennifer Aniston-led production, calling it “brutally dull” and “boring,” while others took issue its high production price at a reported $15 million an episode. One Rolling Stone reviewer said the show is “a prime example of how throwing money at a problem…isn’t inherently the best way to solve it.”

Apple previously revealed plans to spend $6 billion on original programming ahead of its launch — hoping A-list pros like Stephen Spielberg and Oprah Winfrey could deliver content to surpass the competition as the company looks to expand beyond just the iPhone.

But although streaming appetite is at an all-time high — people don’t want more subscriptions.

The average American stills pays for fewer than 2 services, according to a new study from Limelight Networks. The survey shows a double edged sword: While there’s lots of upside in a booming market, the growing number of providers may make it harder to break through the noise.

Sizing up the competition

An upside to Apple’s service is its competitive price point at $4.99 a month — well below both Netflix (NFLX) and Amazon Prime Video (AMZN), both of which charge $8.99 a month for the most basic plan.

Additionally, Apple is offering consumers a free, one-year subscription with the purchase of a new iPhone or tablet, which should help the tech giant monetize its 900+ million worldwide iPhone users.

But its competitors also have a few tricks up their sleeves.

Related: Jennifer Aniston and Reese Witherspoon together

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Actresses Reese Witherspoon(L), and Jennifer Aniston speak during an event launching Apple tv+ at Apple headquarters on March 25, 2019, in Cupertino, California. (Photo by NOAH BERGER / AFP) (Photo credit should read NOAH BERGER/AFP/Getty Images)
Actors Steve Carell, Reese Witherspoon and Jennifer Aniston speak during an event launching Apple tv+ at Apple headquarters on March 25, 2019, in Cupertino, California. (Photo by NOAH BERGER / AFP) (Photo credit should read NOAH BERGER/AFP/Getty Images)
Actresses Reese Witherspoon(L), and Jennifer Aniston speak during an event launching Apple tv+ at Apple headquarters on March 25, 2019, in Cupertino, California. (Photo by NOAH BERGER / AFP) (Photo credit should read NOAH BERGER/AFP/Getty Images)
BEVERLY HILLS, CA - FEBRUARY 26: (EXCLUSIVE ACCESS, SPECIAL RATES APPLY) (L-R) Actors Megan Mullally, Jennifer Aniston, and Reese Witherspoon attend the 2017 Vanity Fair Oscar Party hosted by Graydon Carter at Wallis Annenberg Center for the Performing Arts on February 26, 2017 in Beverly Hills, California. (Photo by Dave M. Benett/VF17/WireImage)
BEVERLY HILLS, CA - FEBRUARY 26: (EXCLUSIVE ACCESS, SPECIAL RATES APPLY) Actors Jennifer Aniston (L) and Reese Witherspoon attend the 2017 Vanity Fair Oscar Party hosted by Graydon Carter at Wallis Annenberg Center for the Performing Arts on February 26, 2017 in Beverly Hills, California. (Photo by Kevin Mazur/VF17/WireImage)
HOLLYWOOD, CA - SEPTEMBER 05: REESE WITHERSPOON, JENNIFER ANISTON attend Stand Up To Cancer (SU2C), a program of the Entertainment Industry Foundation (EIF), staging its fourth biennial fundraising telecast at the at the Dolby Theatre on Friday September 5, 2014 (8:00-9:00 p.m., ET/PT) in Hollywood California. (Photo by Kevin Mazur/American Broadcasting Companies Inc via WireImage)
WEST HOLLYWOOD, CA - FEBRUARY 24: (EXCLUSIVE ACCESS SPECIAL RATES APPLY; NO NORTH AMERICAN ON-AIR BROADCAST UNTIL FEBRUARY 28, 2013) Actress Reese Witherspoon (L) and Jennifer Aniston attend the 2013 Vanity Fair Oscar Party hosted by Graydon Carter at Sunset Tower on February 24, 2013 in West Hollywood, California. (Photo by Jeff Vespa/VF13/WireImage)
LOS ANGELES, CA - OCTOBER 17: Actresses Reese Witherspoon (L) and Jennifer Aniston attend ELLE's 18th Annual Women in Hollywood Tribute held at the Four Seasons Hotel on October 17, 2011 in Los Angeles, California. (Photo by Jason Merritt/Getty Images)
BEVERLY HILLS, CA - OCTOBER 17: Actresses Reese Witherspoon (L) and Jennifer Aniston attend ELLE's 18th Annual Women in Hollywood Tribute held at the Four Seasons Hotel Los Angeles at Beverly Hills on October 17, 2011 in Beverly Hills, California. (Photo by Lester Cohen/Getty Images For ELLE)
BEVERLY HILLS, CA - OCTOBER 17: Honoree Jennifer Aniston (L) and actress Reese Witherspoon attend ELLE's 18th Annual Women in Hollywood Tribute held at the Four Seasons Hotel Los Angeles at Beverly Hills on October 17, 2011 in Beverly Hills, California. (Photo by John Shearer/Getty Images For ELLE)
Reese Witherspoon and Jennifer Aniston (Photo by E. Charbonneau/WireImage for Bragman Nyman Cafarelli)
FRIENDS -- "The One with Rachel's Sister" Episode 13 -- Pictured: (l-r) Matt LeBlanc as Joey Tribbiani, Jennifer Aniston as Rachel Green, Reese Witherspoon as Jill Greene (Photo by NBC/NBCU Photo Bank via Getty Images)
FRIENDS -- "The One with Rachel's Sister" Episode 13 -- Pictured: (l-r) Jennifer Aniston as Rachel Green, Reese Witherspoon as Jill Greene (Photo by NBC/NBCU Photo Bank via Getty Images)
Jennifer Aniston and Reese Witherspoon during "Couture Cares" Benefiting the Revlon/UCLA Breast Center in Los Angeles, California, United States. (Photo by M. Caulfield/WireImage for Bluprint)
Jennifer Aniston and Reese Witherspoon (Photo by Michael Caulfield/WireImage for Bluprint)
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Netflix announced on Friday it’d be rolling out 43 original series this month, which will include “a lot of Christmas titles.”

Meanwhile, NBC (CMCSA) is reportedly leaning toward making its Peacock streaming service free to everyone — a move that could change the game given its popular arsenal of content, including “The Office” and “Cheers.”

And Amazon Prime Video is looking to make a splash with Heidi Klum and Tim Gunn who will be hosting a new fashion-focused reality competition show in 2020.

This marks an expansion for the platform when it comes to capitalizing on reality television — a space that’s been profitable for Netflix, given the recent success of Queer Eye and The Great British Baking Show.

Clothes from each episode will also be available to purchase directly on Amazon’s website — another win for the tech giant as it aggressively pursues fashion and beauty. Recently, Amazon has pursued celebrity partnerships like Rihanna’s Savage X Fenty lingerie line and Lady Gaga’s Haus Laboratories makeup line.

Alexandra Canal is a Producer at Yahoo Finance.

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