Apple is scheduled to launch its own TV and video services on March 25, 2019. The move will naturally amp up competition in this segment.

Reed Hastings, Netflix’s Chief Executive has made it lucidly clear that it will not make its TV shows and movies available through Apple Inc’s upcoming video offerings.

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

Netflix is currently the world’s no 1 streaming service.

On March 25, Apple is likely to unveil its television and video service, in a move that is likely to ramp up competition for Netflix and others.

According to sources familiar with the matter at hand, Apple’s services may resell subscriptions from Viacom Inc, CBS Corp, and Starz among others, as well as its own original content.

Walt Disney Co and AT&T Inc’s Warner Media also plan to offer subscription streaming services.

When asked on the looming competition, Hastings said, the biggest challenge facing Netflix is to “not get too distracted” but still “learn lessons” 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’re going to want to borrow those.”

He went on to add, “we will make this a better industry if we have great competitors.”

With regard to the Chinese market, he said, like any other technological company, he expects China to block Netflix “for a long time” in the country.

While Chinese firms have flourished in the West, they continue to be be stonewalled in China.