But the company shouldn't be overly concerned about Apple possibly doubling down on streaming for two reasons, said Cantor Fitzgerald analyst Youssef Squali on Thursday.
"At the end of the day, Netflix has a sustainable competitive advantage that can be defined in two things: the brand and the price," Squali said in an interview with CNBC's "Squawk on the Street."
Netflix's standard streaming costs about $8 a month.
"I think this is a lot of noise around Netflix, a brand that by now has become synonymous with streaming," Squali added.
It is rumored that Apple will unveil the fourth iteration of its Apple TV at a Sept. 9 event and the price tag could range between $150 and $200, according 9to5Mac. Apple declined a request for comment from CNBC.