Jimmy Iovine Says Apple Music Will Be 'An Entire Pop Cultural Experience' With New TV Shows

After a report by The Wall Street Journal stated that Apple is planning a push into original television series production for 2017, Apple Music executive Jimmy Iovine spoke to reporters over the weekend and explained why the company is looking to add TV to its streaming music service (via The Hollywood Reporter).

Iovine said that the company's main concern is enticing users into choosing Apple Music over competitors like Spotify and Pandora, which offer free, ad-supported tiers for users. Ultimately, Iovine and other Apple Music executives believed that another basic streaming music service with on-demand access to music at $10 a month would not be enough to keep it alive. He called the move into TV Apple's attempt to build "an entire pop cultural experience."

Key Speakers At The Apple Worldwide Developers Conference (WWDC)

"At Apple Music, what we're trying to create is an entire cultural, pop cultural experience, and that happens to include audio and video," he told reporters Saturday at the Television Critics Association's winter press tour.

"If South Park walks into my office, I am not going to say you're not musicians, you know?" Iovine continued when pressed about the report. "We're going to do whatever hits popular culture smack on the nose. We're going to try."

The Hollywood Reporter suggests that the Dr. Dre-starring Vital Signs could be among the first of Apple's scripted television series to launch this year, with six episodes rolling out all at once, following the Netflix strategy. Despite all of the information known about Vital Signs since its announcement nearly a year ago last February, it's still unclear whether or not users will be able to stream the new Apple Music TV shows on an Apple TV, or just on iOS.

Besides Vital Signs, Apple is said to be working on a reality competition series called Planet of the Apps as well as an updated version of Carpool Karaoke. For its new push into television, the company plans to create original shows comparable to HBO's Westworld and Netflix's Stranger Things.

Top Rated Comments

Dilster3k Avatar
62 months ago
Oh gosh please, please, please stop.

Whilst the Mac line-up is suffering, operating systems being severely neglected, AirPod stock is non-existent, etc...

Their sights are targeted at Carpool Karaoke, developers version of X-Factor with Gweneth Platrow, and whatever other loads of junk entertainment these guys are Cooking up to conform to Emoji culture to stay "hip"...

(Also their failed car project, can't wait, uh & Siri in a living room box!)

Steve's legacy everybody, right here.
Score: 52 Votes (Like | Disagree)
iCloudStrife Avatar
62 months ago
But I don't want it to be an entire pop cultural experience. I just want it to be a place where I can listen to my music and possibly share my opinion on it. That's all.
Score: 43 Votes (Like | Disagree)
MH01 Avatar
62 months ago
Apple you make computers !!! Or used to.

You have massive egos in the company , with no one regining them in. The Beats guys could care less about apple, they are just expanding their influence and personal status.

Forget pop culture , worry about the culture within apple. You are moving away from engineers to too cool for school crowd.
Score: 34 Votes (Like | Disagree)
robjulo Avatar
62 months ago
Oh good gosh. This guy is so full of it and himself.
Score: 31 Votes (Like | Disagree)
Zxxv Avatar
62 months ago
2017 Apple reinvents MTV
Score: 30 Votes (Like | Disagree)
Naraxus Avatar
62 months ago
Planet of The Apps, Vital Signs, Carpool Karaoke & Eddy Cue at the helm.

Pass
Score: 25 Votes (Like | Disagree)

Related Stories

youtube apple tv

YouTube Discontinuing 3rd-Generation Apple TV App, AirPlay Still Available

Wednesday February 3, 2021 3:09 pm PST by
YouTube is planning to stop supporting its YouTube app on the third-generation Apple TV models, where YouTube has long been available as a channel option. A 9to5Mac reader received a message about the upcoming app discontinuation, which is set to take place in March.Starting early March, the YouTube app will no longer be available on Apple TV (3rd generation). You can still watch YouTube on...
iPhone 13 Dummy Thumbnail 2

Kuo: iPhone 13 to Feature LEO Satellite Communications to Make Calls and Texts Without Cellular Coverage

Sunday August 29, 2021 7:39 am PDT by
The iPhone 13 will feature low earth orbit (LEO) satellite communication connectivity to allow users to make calls and send messages in areas without 4G or 5G coverage, according to the reliable analyst Ming-Chi Kuo. In a note to investors, seen by MacRumors, Kuo explained that the iPhone 13 lineup will feature hardware that is able to connect to LEO satellites. If enabled with the relevant...
General Apps Messages

Android iMessage Competitor Puts Pressure on Apple

Friday July 30, 2021 3:15 am PDT by
Google and the three major U.S. carriers, including Verizon, AT&T, and T-Mobile, will all support a new communications protocol on Android smartphones starting in 2022, a move that puts pressure on Apple to adopt a new cross-platform messaging standard and may present a challenge to iMessage. Verizon recently announced that it is planning to adopt Messages by Google as its default messaging...
os x mountain lion macs 16x9 2

Apple Makes OS X Lion and Mountain Lion Free to Download

Wednesday June 30, 2021 12:19 pm PDT by
Apple recently dropped the $19.99 fee for OS X Lion and Mountain Lion, making the older Mac updates free to download, reports Macworld. Apple has kept OS X 10.7 Lion and OS X 10.8 Mountain Lion available for customers who have machines limited to the older software, but until recently, Apple was charging $19.99 to get download codes for the updates. As of last week, these updates no...
bluetti eb70 main

MacRumors Giveaway: Win a Bluetti EB70 Portable Power Station and 200W Solar Panel

Friday September 3, 2021 11:13 am PDT by
For this week's giveaway, we've teamed up with MAXOAK to offer MacRumors readers a chance to win a Bluetti portable power station and an accompanying solar panel. Bluetti makes a range of portable power station options that are useful for camping, emergencies, power outages, off-grid living, and similar situations. The Bluetti EB70 is a solid middle of the road option that offers 716Wh and...
apple privacy

Apple Publishes FAQ to Address Concerns About CSAM Detection and Messages Scanning

Monday August 9, 2021 1:50 am PDT by
Apple has published a FAQ titled "Expanded Protections for Children" which aims to allay users' privacy concerns about the new CSAM detection in iCloud Photos and communication safety for Messages features that the company announced last week. "Since we announced these features, many stakeholders including privacy organizations and child safety organizations have expressed their support of...
General Spotify Feature

Spotify Pauses Plans to Add AirPlay 2 Support to iOS App [Update: Spotify Clarifies]

Friday August 6, 2021 9:07 am PDT by
See update at bottom of article Spotify this week confirmed that its plans to add AirPlay 2 support to its iOS app have been placed on indefinite hiatus. In an online discussion forum post, a Spotify representative said the streaming music service had been working on supporting AirPlay 2, but the company has paused the efforts "for now" due to "audio driver compatibility issues." The...
iphone 13 teal with text

Apple Begins Preparation for iPhone 13 Production Ahead of Fall Launch

Monday June 28, 2021 3:29 am PDT by
We're just a few months away from when Apple is expected to reveal the 2021 iPhone, dubbed the "iPhone 13." In preparation for its launch, it has been pulling in shipments of different components needed to produce the new iPhones, according to a report from DigiTimes. In years past, Apple released its latest iPhone lineup, alongside a new Apple Watch, during a September event at Apple Park....
General Spotify Feature

Spotify Partners With Delta to Provide Free In-Flight Music and Podcasts Service

Thursday September 2, 2021 12:59 am PDT by
Spotify has announced a new partnership with Delta that will see the streaming service take over the "audio" section of Delta's in-flight seatback entertainment, making select playlists and podcasts freely available to all passengers. You are now free to roam about the cabin—and get the music and podcasts you love at 30,000 feet. Beginning today, we're taking off in a new partnership with...
iphone 12 colors 2021

iPhone 12 Colors: Deciding on The Right Color

Thursday November 5, 2020 8:35 am PST by
The iPhone 12 and iPhone 12 Pro arrived in October 2020 in a range of color options, with entirely new hues available on both devices, as well as some popular classics. The 12 and 12 Pro have different color choices, so if you have your heart set on a particular shade, you might not be able to get your preferred model in that color. iPhone 12 mini and iPhone 12 The iPhone 12 mini and iPhone...