Netflix says it won't join Apple TV's upcoming video service

Netflix says it won't join Apple TV's upcoming video service
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Netflix on Monday said it will not join Apple TV's upcoming video streaming service, solidifying future competition between the two companies when Apple unveils the service later this month. 

"We prefer to let our customers watch our content on our service,” Netflix Chief Executive Reed Hastings told reporters, according to Reuters. “We have chosen not to integrate with their service.”

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Apple's service will offer original programming as well as shows from HBO, Showtime, CBS and other media companies. 

Hastings reportedly told reporters that Netflix aims to “not get too distracted” by its competitors, though he will be "envious" of them.

"These are amazing, large, well-funded companies with very significant efforts,” he said. “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’re going to want to borrow those.”

Apple's new video streaming service will put it in direct competition with Netflix, Amazon and HBO as each company vies to produce award-winning content and draw in as many loyal customers as possible.

Apple's CEO Tim Cook on March 25 is set to share details on the service at a launch event in Cupertino, Calif. The company has collaborated with big Hollywood names including Reese Witherspoon, Jennifer Aniston, Octavia Spencer and Steven Spielberg to produce original content, The New York Times reported this week. 

“We will make this a better industry if we have great competitors," Hastings said.