GettyImages-Netflix CEO
Netflix CEO Reed Hastings attends an event at Villa Miani on April 18, 2018 in Rome, Italy. Ernesto S. Ruscio/Getty Images for Netflix

When Apple finally starts its high profile streaming service it cannot expect to get Netflix series. According to Netflix CEO, the world’s dominant streaming service will not integrate its TV shows and movies with Apple’s video streaming platform.

Netflix CEO Reed Hastings made this statement to reporters in his Hollywood office as Apple is gearing up for its big-ticket presentation of the video streaming plan on Monday.

“We prefer to let our customers watch content on our service. We have chosen not to integrate with their service,” the Netflix CEO said.

Apple’s presentation of the television and video service will be unveiled to a large audience of the entertainment industry.

The iPhone maker’s entry will be followed by at least three more players into the segment.

Other than Apple, other players in the queue are Disney, Warner Media, and NBC Universal.

This may ramp up competition for Netflix and others who are delivering entertainment programme online.

According to sources, Apple’s business model will be to offer content from third-party cable networks such as CBS and Starz. That will be supplemented with Apple-commissioned TV content involving top actors, producers, and technicians.

Netflix is cool about rising competition

However, the Netflix CEO said it is not unnerved by competition. He said Netflix does not like to be “too distracted” by rivals. The effort will be to learn from them.

“These are amazing, large, well-funded companies with very significant efforts. They are going to do some great shows. I'm going to be envious. They're going to come up with some great ideas. We want to borrow those,” Hastings added.

Ted Sarandos, chief content Officer was a bit blunt on the competition scenario.

“We have been competing with 500 channels of cable and penetrated nearly every household in the world for a long time,” the Netflix content boss declared.

“So, it’s the same stable of competitors just very late to the game,” Sarandos quipped.

Los Gatos-based Netflix started streaming service in 2007. It started original programming in 2013 with David Fincher’s House of Cards.

Apple’s grand premiere on March 25

Meanwhile, Apple is leaving no stone unturned in making its multi-billion dollar diversification into entertainment a big event. Apple’s entry can stiffen competition for Netflix, HBO, and Amazon.

Apple’s premiere on March 25 will be for the industry and press. It is likely to reveal when its shows will start streaming this year. In the presentation, Apple will share details of what it was developing so far.

The presentation will be at the 1,000-seat Steve Jobs Theater in Cupertino, California. The Apple event will be attended by top names in the entertainment industry. The tagline of invitations says it all—“It is show time."