Apple May Develop Original TV Shows Exclusively for iTunes and Streaming TV Service

Apple has met with TV producers and Hollywood studios about developing original TV shows to offer exclusively to its iTunes customers, according to TheStreet. The article comes by way of independent contributor Ronald Grover, a longtime entertainment business journalist who has previously covered the media and entertainment industry for Reuters and Bloomberg BusinessWeek.

The original content could spearhead Apple's plans to launch its oft-rumored streaming TV service, which has reportedly been placed on hold due to the iPhone maker's difficulties in securing content deals with owners like CBS, ABC, Fox, Disney, and Viacom. The report, citing sources with knowledge of the matter, claims Apple could announce a cable-like offering alongside the iPhone 7 in September.
The Cupertino-based tech giant began sounding out Hollywood's creative community late last year, but has yet to sign any agreements, according to two people with knowledge of the overtures. One plan is to have deals in place so Apple can announce exclusive content as part of a cable-like offering in September, when it is expected to unveil its iPhone 7, said one of the people.
The original TV shows would presumably be available for rent or purchase on iTunes, and/or through a subscription-based service like Netflix that would provide on-demand access to unlimited programming for a set monthly cost. Apple's streaming TV service has been rumored to cost between $30 and $40 per month, but that price was contingent upon a "skinny bundle" of TV channels rather than original programming.

Apple's discussions with Hollywood executives are being led by iTunes chief Eddy Cue, and Robert Kondrk, vice-president of iTunes content, according to the report. In a recent interview, Cue said customers should be "able to buy whatever they want, however they want," and he used the App Store as an example of how Apple provides users with multiple ways to purchase content.

Earlier this month, it was reported that Apple has shown interest in acquiring Time Warner assets, which include CNN, HBO, TBS, TNT, NBA TV, Cartoon Network, its Warner Bros. movies division, and more. Gaining exclusive rights to the popular HBO series Game of Thrones would certainly give Apple a head start on its streaming TV service, along with Silicon Valley and other original programming.

Netflix, which collaborates with Hollywood on exclusive TV shows like Daredevil, House of Cards, Jessica Jones, and Orange is the New Black, has proven that original programming can be highly popular among consumers. Apple adopting a similar strategy could help bolster its own streaming TV service, which may be accessible on the web and devices like the Apple TV, Mac, iPad, and iPhone.

Top Rated Comments

(View all)

53 months ago
Apple is the new Orange?
Rating: 32 Votes
53 months ago
Could this be the point when they stretch themselves too thin? I kinda miss the Apple that was so heavily focused on great software being paired with great hardware. Do they really need to become their own picture studio now?
Rating: 24 Votes
53 months ago
Please Apple, stop spreading yourself all over the place and focus on Mac software and hardware. The pro's who use it would appreciate.
Rating: 22 Votes
53 months ago
Good science fiction or bust.
Rating: 12 Votes
53 months ago
Certainly works. The most content creators we have, the better for us, the consumers.
Rating: 11 Votes
53 months ago
I would prefer if Apple just killed the Apple TV altogether. Personally, "exclusive" and "original" programming is a turn off. It's one of the reasons my wife and I might be canceling Netflix soon. I don't care for their original content and thats all they seem to push now instead of trying to get rights to stream good movies and tv shows.

Apple is the new Orange?

Ugh... NOT funny. Please don't quit your day job.
Rating: 8 Votes
53 months ago
I see this being about as successful as Lisa, Macintosh Portable, eWorld, Pippen, Ping, or Apple Music.
Rating: 8 Votes
53 months ago
Not many original ideas coming from Apple leadership these days. Seems like they are late to the party again if they are really considering this.

It saddens me to say, but these days, Apple reacts to markets rather than creating them.
Rating: 8 Votes
53 months ago
Why not, the more the merrier. I hope they crush it. Might eventuallly give other media companies the kick in the ass they've been needing for a while.
Rating: 7 Votes
53 months ago
Amazon has original shows. Netflix has original shows. Apple TV has a great interface but very little in the way of compelling exclusive content. You need original shows to attract eyeballs to your platform and make it relevant. The eyeballs will go where the content is. Especially if it's series.

So far, content owners are shy about letting Apple stream their stuff, because everyone wants this business for themselves. No one in the business wants to see Apple rule streaming TV the way iTunes once ruled music.

So making its own unique compelling content is the only way forward for Apple.

The pity is that the company should have been creating original series content a LONG time ago. Apple is playing catchup to the likes of Netflix.

But here's hoping they enter the game late with a burst of speed. Apple has the one thing you need to attract great storytellers and talent: tons of cash.
Rating: 6 Votes

[ Read All Comments ]