Netflix confirms it won’t be part of Apple’s upcoming video subscription service

Apple is expected to take to the stage next week to unveil its long-rumored TV subscription service during an ‘It’s Show Time’ special event at Apple Park, and ahead of the event, Netflix has confirmed that it won’t be participating in new service.

According to Recode, during a meeting at the company’s headquarters in Hollywood, Netflix CEO Reed Hastings said while Apple is a “great company,” Netflix isn’t interested in offering its content on other platforms, saying “We want to have people watch our shows on our services.”

Netflix has never gravitated towards Apple’s platforms. Netflix for Apple TV doesn’t support features like “Up Next” designed to allow Apple TV users to see all of their watched TV shows at a glance, so it isn’t that big of a surprise that the company won’t be helping a competing platform by offering access to its content.

In response to a question about how Netflix will compete with Apple and Amazon going forward, Hastings said the company will do so “with difficulty,” though he pointed out that Netflix has already been competing with Amazon for years.

“You do your best job when you have great competitors,” he said, before admitting that the increased competition has led to higher prices when sourcing content.