"We want to have people watch our content on our service," he said Monday. "We've chosen not to integrate into their service."
Apple is expected to reveal its offering at HBO, Showtime and Starz to license a library of already released content. (Note: Showtime is owned by CBS, CNET's parent company.), but Hastings' comments hint that the TV streaming market could get very competitive. Apple is trying to supplement its by finalizing deals with networks like
Hastings pointed out that Netflix has already been competing with Amazon, so it's used to rivals with deep pockets.
"You do your best job when you have great competitors," he said, but he acknowledged that sourcing original content is getting more expensive.
He also conceded that it could be a while before Netflix enters the Chinese market, after an attempt to get in by partnering with a local company failed.
"We will be blocked in China for a long time," he said.
Apple didn't respond to a request for comment.
Originally published March 19, 3:55 a.m. PT.
Updates, 4:44 a.m. and 12:17 p.m.: More details added.