Four More TV Execs Join Apple's Video Content Team

Four additional veteran executives from the television industry are joining Apple's video content team, according to a new report from Variety.

Former head of current programming at Sony Pictures Kim Rozenfeld is joining Apple as its future head of programming and lead executive on documentary series development. Apple has thus far purchased several music-related documentaries that have aired on Apple Music, including Kygo: Stole the Show and Can't Stop, Won't Stop: A Bad Boy Story.

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Rozenfeld formerly worked with Zack Van Amburg and Jamie Erlicht, two Sony Pictures Television executives who joined Apple in June to lead Apple's video programming efforts. Erlicht and Amburg have produced popular shows like Breaking Bad, Better Call Saul, The Crown, and more.

Two additional former Sony employees are joining the video team as development executives. Both Max Aronson and Ali Woodruff also worked with Amburg and Erlicht and will report to the duo at Apple. Aronson previously served as VP of drama development at Sony Pictures Television, while Woodruff was the director of creative affairs.

Rita Cooper Lee, who formerly worked as the WGN America head of publicity is joining Apple to lead communications for the video content unit, and she will report directly to Tom Neumayr. Lee is the second employee to join Apple from WGN America. Former president and general manager of WGN America Matt Cherniss joined Apple earlier in August to help oversee the development of the video unit.

Apple is picking up a lot of talent in the video and television area as it experiments with original content as a way to promote its Apple Music service. The company has launched two shows so far, including Planet of the Apps, a series about app developers pitching ideas to investors, and Carpool Karaoke, a music-based show developed from the Carpool Karaoke segment on The Late Late Show with James Corden.

While Apple's first two shows have been reality shows, the company is said to have bigger content ambitions, with rumors suggesting Apple is pursing deals with A-list talent to create a roster of shows on par with Netflix and Amazon.

Recent rumors suggest Apple is bidding on a "high-profile drama" starring Jennifer Aniston and Reese Witherspoon and aiming to get the film distribution rights for the James Bond film franchise.

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Top Rated Comments

AfroAbel Avatar
90 months ago
Apple should focus on updating their current products in a timely manner rather than wasting resources by delving into new markets. How many years has it been since the last Mac Pro and Mac Mini updates? Come on!
I'm sure those TV execs would have done great engineering new Macs...
Score: 11 Votes (Like | Disagree)
miguelcoma Avatar
90 months ago
Here´s my problem with Apple getting into the content making:

Today's Apple is too vanilla, they would never make anything controversial or not light-hearted. They are too concerned about their image and trying to please all kinds of groups. And to make artful, meaningful content, you usually can´t have that. Can you see Apple producing movies or tv-shows with violence, nudity, drugs, or even strong language? I sure can´t :/
Score: 8 Votes (Like | Disagree)
macduke Avatar
90 months ago
Remember back when we mostly had hardware and software rumors on this site? I remember people used to complain when iPhone came out that there were too many iPhone stories and not enough Mac stories. Little did they know how much more things would change in the future. At least the iPhone is a type of computer. Now we're subjected to entertainment news, political news, car news, and more. I'm not blaming MacRumors—I'm blaming Apple. What is the goal of this? Does Apple making movies improve people's lives any more than WB or Netflix making movies? Apple often says they enter new markets when it makes sense and they can add something to it. What are they adding? How does this enrich consumer experience? Why does Apple need to be in this space right now?
Score: 8 Votes (Like | Disagree)
Williesleg Avatar
90 months ago
Really miss Steve Jobs.

Can we get one of his kids to run the show? The oldest has got to be almost ready.

I keep going into the Apple Store wishing there was something I'd like to buy.

Same with the App Store and iTunes (which is really hard to find stuff). Podcasts got hijacked by Youtube, no longer relevant. So sad.
Score: 7 Votes (Like | Disagree)
Naraxus Avatar
90 months ago
The best thing they could do would be to shove Eddy Cue's ass out the door. The guy is incompetent at best and downright retarded at worst. He needs to go.
Score: 6 Votes (Like | Disagree)
somethingelsefl Avatar
90 months ago
Remember when NBC's Brian Williams interviewed Tim Cook and asked what keeps Apple from becoming what happened to Sony in late 90s?

Tim Cook replied Apple's "LASER-FOCUS" on only core products and software that they do best.

This sure seems like a lack of focus to me. At its worst.
Score: 5 Votes (Like | Disagree)