Apple’s movie and TV streaming service will launch by November and will most likely cost $9.99 per month. The Netflix competitor, dubbed Apple TV+, was announced way back in March, but Apple kept suspiciously quiet in the months the followed, with a handful of leaks here and there revealing tidbits about some of the exclusive content that will be hitting the platform at launch.

Apple is entering a very crowded and competitive field, dominated by the likes of Netflix, Hulu, and Amazon Prime. It’s going to be an uphill battle for the iPhone maker, but the company has already reportedly invested around $2 billion in its streaming effort, so it evidently has faith in this endeavor.

Given the tough competition in the streaming services field, Apple is said to be weighing different release strategies for its original series. Sources with knowledge of the work claim that the company is considering a release model that offers “the first three episodes of some programs, followed by weekly installments,” in contrast to Netflix’s “all-at-once” strategy, where entire seasons are released on the same day for binge watching.

Services are among the biggest money makers for Apple, so it comes as little surprise that the company was so eager to dive into video streaming. In fact, while Apple’s biggest cash cow is still the iPhone, services are right behind it, making Apple more money than the iPad and Mac. Apple TV+ is an integral part of the company’s drive to reach $50 billion in services sales by 2020.