The streaming wars are kicking into high gear.

Apple will launch its highly anticipated Apple TV+ on Friday. The company has said that the service will be available in more than 100 countries at launch.

Apple TV+ will cost just $4.99 per month, undercutting competitors on cost. The question from investors: Will the price tag and a glossy programming slate be enough to compete with better-established rivals such as Netflix and Disney? As iPhone sales stutter, the answer needs to be “yes.”

On the radar: Not to be overshadowed, WarnerMedia boss John Stankey just revealed in an interview with Reuters that HBO Max will be available to AT&T customers in the United States who also subscribe to HBO at no extra charge. (WarnerMedia is CNN’s parent company.)

With Disney+ set to launch in the United States in the middle of November, the race to get customers in the door is underway. Don’t expect it to slow any time soon.