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Apple Secretly Pursuing Deep Push Into Original Television Programming

In a longer piece covering the streaming television and video ambitions of Apple, Alibaba, Facebook, and Google, Fast Company suggests Apple is covertly pursuing original television programming deals that would establish it as a major player in the entertainment industry.

Apple is said to be seeking deals with "triple A-list" talent to create a full roster of shows to put it on par with Netflix and Amazon, both of which have successfully launched popular original television shows like House of Cards, Jessica Jones, and Unbreakable Kimmy Schmidt. Sources that spoke to Fast Company say Apple is aiming to run several major shows at once, perhaps as part of a major launch.

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At last year's Sundance Film Festival, Apple created an iTunes Lounge where it hosted private invitation-only events for film makers, producers, and other talent. At the event, described as sleek and understated, attendees said Apple was "definitely talking to the talent." As has been previously rumored, Apple execs also traveled to Los Angeles to hear ideas for original television shows, with Apple's original programming efforts being led by Robert Kondrk, vice president of iTunes Content.
The iTunes Lounge was in fact part of a stealth effort by Apple to establish a new, more active role in delivering entertainment. In the weeks that followed, Apple execs were in Los Angeles hearing pitches for original TV series that it plans to launch on an "exclusives" app on Apple TV and within iTunes. Apple wants to work with "triple A-list" talent, according to a source, and build up a roster of must-see shows available only on its platform. Naturally, the talks have been veiled in the utmost secrecy. Producers who have met with Apple will refer to it only as the United Fruit Company.
Given Apple's positive reputation among creators, Apple has the draw to attract quality talent and the cash reserves to fund high ticket shows. Content creators are said to be "so excited" about the possibility of working with Apple that people are "throwing [ideas] against the wall with them, to every extent possible."

According to five sources who spoke to Fast Company, however, Apple is "disorganized" and "hasn't presented a coherent strategy" for its television plans. The company is reportedly taking a "two-lane" approach to original television programming, producing a series of short films, documentaries, and music videos to promote Apple music while simultaneously developing full Netflix-style original programming.

Apple already has two known television projects in the works. The first, which has not yet been officially announced, is said to be an Apple Music-related project called Vital Signs, which is a dark semi-autobiographical drama starring Beats co-founder and Apple executive Dr. Dre. The second, which was announced in March, is a non-scripted television show that will "spotlight the app economy." Apple is working with Will.i.am, Ben Silverman, and Howard T. Owens on the series.

Alongside the announcement of the the App Store television series, iTunes chief Eddy Cue cautioned the show is not a signal Apple is delving deeper into original television and streaming video, despite rumors to the contrary.

"This doesn't mean that we are going into a huge amount of movie production or TV production or anything like that," Cue said at the time, but he did say Apple would explore similar exclusive projects. Hollywood sources told Fast Company that Apple is approaching its television ambitions with caution and that Cue's statement is "merely tamping down expectations."

Related Roundups: Apple TV, tvOS 10
Tag: fastcompany.com
Buyer's Guide: Apple TV (Don't Buy)


Top Rated Comments

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12 months ago
Sorry but I'm highly skeptical about anything involving Jimmy Iovine and Dre. Or this guy:

Rating: 20 Votes
12 months ago
They had better lose their censorship ways for this to be worth a damn.
Rating: 12 Votes
12 months ago

Apple is said to be seeking deals with "triple A-list" talent to create a full roster of shows to put it on par with Netflix and Amazon, both of which have successfully launched popular original television shows like House of Cards, Jessica Jones, and Unbreakable Kimmy Schmidt.


I disagree with their quest for a "triple A-list". Some amazing shows like The Man in the High Castle has nothing to do with "triple A-list". One of the biggest achievements of Netflix's original shows is identifying talents otherwise unrecognized by others.
Rating: 9 Votes
12 months ago
Judging by their first effort at original content glorifying hatred and violence against women, I think I'll pass.

So Apple TV content, Apple car, Apple music....and computers that haven't had a meaningful update since 2012.
Rating: 7 Votes
12 months ago
Too much dilution and diversification ends up being the downfall of most companies that go that route. I hope Apple is not going down that road. What next...lingerie? Apple panties?
Rating: 6 Votes
12 months ago
Great, that's all we need: another streaming service. This is the fragmentation we don't need.
Rating: 6 Votes
12 months ago
Dear Apple,
Please throw loads of money at new episodes of Firefly.
Rating: 6 Votes
12 months ago
Hopefully they are pursuing deep push into Mac Pros, MacBook Pros, etc.
Rating: 6 Votes
12 months ago
Seriously, who the hell needs a show about Dre or a show about Apps? This "original" content is going to be anything but. All of Apple's creativity gets poured into ways they can maximize their profits. These 2 examples are completely self-serving to sell more Apple products, basically glorified commercials. Any entertainment value will be secondary.
Rating: 6 Votes
12 months ago
It's reading stuff like this that makes me think Apple is going to lose their edge.

Apple went from the brink bankruptcy to the most valuable company in the world because they kept their focus on a small number of things. Jobs pretty much eliminated their entire product line when he came back because he knew the value of focus. Pumping money into original content is Apple losing focus so their executives can have fun passion products. They lost their auteur in Jobs, and now they have this committee of folks that wants to do all the things. It's not going to end well. In my opinion, Apple has had major half-assed, feature creep issues (like dynamic backgrounds) and some pretty poorly designed apps like the abomination that is Apple Music.

You can be great at a few things or mediocre at a lot of things but you can't be both.
Rating: 5 Votes

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