Beginning in 2016, Apple Inc. began to produce and distribute its own original content. The first television show produced by Apple was Planet of the Apps, a reality competition series. Their second, released in late 2017, was Carpool Karaoke: The Series based on the popular recurring segment from The Late Late Show with James Corden.[1] Apple also released a short film, Peanuts in Space: Secrets of Apollo 10 in May 2019 prior to the release of Apple TV+.[2]
All of the original content that Apple has in development
In June 2017, Apple appointed Jamie Erlicht and Zack Van Amburg to head their newly formed worldwide video unit. By November, Apple confirmed that it was branching out into original scripted programming when announcing straight-to-series orders for two television shows: a reboot of the anthology series Amazing Stories by Steven Spielberg, and The Morning Show, a drama series starring Jennifer Aniston and Reese Witherspoon.[3]
In 2017, Apple was reportedly planning on spending around $1 billion on original programming over the next year.[4] Later that year, another report projected that they would spend $4.2 billion on original programming by 2022.[5] In August 2019, it was reported that Apple had already spent over $6 billion on original programming.[6]
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2021 was a year of innovation for Apple Music, providing subscribers with remarkable new releases, original content, and product features that transformed the experience of discovering and enjoying music from all over the world. Apple Music offers listeners one of the largest music catalogs ever, now featuring over 90 million songs all available in lossless audio, so that fans can hear music the way artists created it. Spatial audio with Dolby Atmos and support for dynamic head tracking have ushered in the next generation of sound, providing artists the ability to deliver immersive audio experiences with exceptional clarity, while bringing listeners deeper into their all-time and new favorite songs.
Apple is preparing a new digital video service that will marry original content and subscription services from legacy media companies, according to people familiar with the matter. Owners of Apple devices, such as the iPhone, iPad and Apple TV will find the still-in-the-works service in the pre-installed "TV" application, said the people, who asked not to be named because the details of the project are private.
Apple is spending about $1 billion on original content this year, targeting "PG-rated" shows that appeal to wide audiences and won't get the company in trouble by making them available for free to owners of all devices, said the people. Apple is also looking for "tent pole" franchises that could serve as linchpins to a paid Netflix-like subscription service down the road, two of the people said. Think "Game of Thrones," but without the sex and violence. The Wall Street Journal reported last month Apple has about 24 original shows in production and development.
Apple's current software and services chief, Eddy Cue, in particular, earned a starring role in Apple's push toward selling individual songs, which helped kill album sales and ushered in the era of streaming music. As a result, media executives have been reluctant to let Cue and CEO Tim Cook access their prized video content to repackage it in ways that could disintermediate the lucrative cable bundle.
Apple is also trying to persuade executives of print media companies to join Texture, the company's digital magazine product that it acquired earlier this year. Stern is also in charge of acquiring content for this effort and has had some difficulty persuading news organizations to give Apple control of the subscriber billing relationship, according to people familiar with the matter. Keeping direct control of customers' purchasing decisions gives companies more ways of preventing them from canceling services (or adding new ones).
The New York Post says that Cook has been on the sets of several of the shows in development, including the Aniston/Witherspoon show and See, the science fiction drama about a human race who cannot, well, see.
We heard similar stories back in 2017 where Apple executives were intimately involved in the cutting of Carpool Karaoke. This included vetoing scenes and entire episodes as Cook and co. objected to excessive swearing and sexual references present in the show. A 2018 report said Apple was seeking original content shows with broad appeal and not gratuitous sex or violence.
Apple is believed to be holding a media event later in the month where it will unveil its subscription news and original content TV services. The news/magazines product could launch alongside iOS 12.2 but the video service is not expected to debut until the fall. Apple will likely preview some of the shows it is readying, with short clips and trailers, at the as-yet-unannounced March event.
The iPhone, a touch screen cellular phone, introduced in 2007 was one of the world' most successful products and the company has released several new versions since. Other popular products include iPad tablet and Apple Watch. Most recently Apple has expanded its services segments with its credit card (Apple Card), Apple News for news, Apple Arcade for games and the Apple TV+ for streaming original content produced by Apple.5 Steve Jobs died October 5, 2011, but Apple continues on with his legacy with Tim Cook at the helm as the CEO. The popularity of iPhones made Apple the first company valued at one trillion dollars in 2018 and two years later it doubled that figure.6
Apple may be hard at work on bringing an additional source of revenue for the company to fruition, and it may come from a source that you weren't expecting. While we know Apple has been developing original programming for its upcoming Apple TV+ service, the company has apparently also been working on a set of other original content as well: podcasts. According to a recent report from Bloomberg, Apple is looking to fund its own original podcasts and then offer them up for streaming on their own platform in an effort to compete with others offering the same services.
Matthys was responsible for deals and policies for Hulu's original shows and documentaries, such as "The Handmaid's Tale" and "Marvel's Runaways." Prior to that he had close to 13 years of experience with NBCUniversal in similar business affairs roles.
Hunt will be part of an international content development team, serving under Apple video heads Jamie Erlicht and Zack Van Amburg. During her Channel 4 tenure, she was best known for shows like "Black Mirror" and "Humans." Prior to that she was at BBC One, and oversaw shows like "Luther" and "Sherlock."
Apple's increasingly aggressive moves to establish internal production of creative content now include hiring Morgan Wandell from Amazon Studios. Wandell, who has worked at Amazon since 2013, initially worked in drama development on "The Man in the High Castle" and "Goliath," and the upcoming shows "Carnival Row," "Jack Ryan" and "The Marvelous Mrs. Maisel." Prior to joining Amazon, he served as head of drama at ABC Studios.
Cherniss turned down an offer to join AMC as head of the network's original programming and development arm. Prior to that, the television executive worked at WGN America and Tribune from March 2013 until last month, when the companies were bought by Sinclair Broadcasting. The move comes as Sinclair plans to shift focus from original programming to acquisitions. He also served at Fox, Warner Bros. and FX.
There is an argument to be made that Apple, as a distribution channel, shouldn't be getting into content production (although it has nothing to do with them not releasing new Macs), but that also applies to Netflix, Amazon, et al. (And applies in reverse to Disney and other production houses restricting their content to new distribution channels they're building.) Apple seems to have to do this to compete, but that doesn't mean it's a good trend in general. 2ff7e9595c
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