Apple Considered Offering Original TV Content Free to Customers Who Bought AppleCare

by

Apple will debut its rumored television service on Monday, and ahead of the event, The Washington Post has shared some new details on the planning that has gone into Apple's TV service.

When deciding how to distribute its original television content and at what cost, Apple reportedly considered offering free television shows to customers who paid the extra fee for AppleCare for their Mac and iOS devices.


Apple also considered an offering through the Apple TV, and recent rumors have suggested that the content Apple offers will actually be provided through the TV app on iOS devices and the company's set-top box. There's also a possibility that Apple will distribute its content outside of its own platform as well, which is something else the company has mulled.

Apple's plans are still not clear to industry insiders and Hollywood executives, and one source that provided the above info to The Washington Post said that Apple's plans have changed multiple times.

"Whatever they try to sell on Monday, it's not what they started with and they are trying to figure out what kind of engine to put in while the plane is in the air," the executive said.

Film and TV creators who are working with Apple have been left in the dark about the company's plans and do not know if content will be exclusive to Apple users or available to everyone. Creators received "obfuscation and ambiguous responses" when asking about distribution, with some speculating that Apple may not have made up its mind about the finer details of the streaming service.

"Apple is the only company in the world that can drop a couple million dollars in entertainment and get Reese Witherspoon and M. Night Shamalayan on board without any articulation of a plan in terms of marketing or distribution," said one well-connected Hollywood executive, who spoke on condition of anonymity so as not to upset Apple.

Recent reports from The Information and Recode have suggested Apple may be planning to offer its own content in the TV app at no cost as a way to lure Apple users to purchase subscriptions for other services, such as Showtime or Starz, within the TV app.

Apple plans to offer a range of different content from various content partners, and has plans to provide bundles of cable channels. These partnerships are said to be the true focus of Apple's TV service, and what will drive up the company's services revenue.

As we've previously heard, Apple has invested millions of dollars in its original television shows. Reese Witherspoon and Jennifer Aniston, who will star in a morning show drama tentatively called "The Morning Show," are being paid approximately $1.1 million per episode each.

While there have been mixed rumors about Apple's efforts to control the content that's released on its platform, Apple has been willing to create "edgy" shows. One person involved with Apple said Apple executives in Cupertino have stayed out of the creative process.

Apple CEO Tim Cook has, however, "passed notes" to writers on Apple shows through Apple's Hollywood team because ‌Tim Cook‌, as we've heard before, is aiming to protect Apple's brand and reputation. Apple, for example, shelved "Vital Signs," a show starring Dr. Dre, as was reported earlier last year. Apple could perhaps release this show sometime later, according to sources that spoke to The Washington Post.

Apple will answer at least some of the questions about its streaming service plans on Monday, March 25, which is when its "It's Showtime" event will take place. The event will start at 10:00 a.m. Pacific Time, with MacRumors planning to offer live coverage both on MacRumors.com and the MacRumorsLive Twitter account.

Top Rated Comments

(View all)
Avatar
20 months ago
Apple considered it. Then the execs realized they need more ivory back scratchers.
Score: 12 Votes (Like | Disagree)
Avatar
20 months ago
Wonder how many more times MR is going to recycle this same story by simply adding new unnamed sources who offer non-specific allegations about what Apple might or might not do.
Score: 10 Votes (Like | Disagree)
Avatar
20 months ago
I often wonder if these rumours of flying by the seat of their pants and last-minute decisions are really how things operate in the Mother Ship.

Difficult to fanthom a trillion dollar company would be in that much disarray and be so indecisive.

Subscription via AppleCare I could accept - but that sounds too reasonable and inexpensive for that to come to fruition.
Score: 9 Votes (Like | Disagree)
Avatar
20 months ago
For free? Apple? Lol. BS
Score: 8 Votes (Like | Disagree)
Avatar
20 months ago
All the rumours I’ve read about this streaming service aren’t good. Apple can’t secure deals, overly regulated content... now bundled with Apple Care (Why not Apple Music?) because it can’t stand on its own.
Score: 7 Votes (Like | Disagree)
Avatar
20 months ago
There is a lot of throwing mud at the wall to see what sticks since Steve passed. Such a shame that Tim can’t handle big personalities.
Score: 6 Votes (Like | Disagree)

Top Stories

iPhone 12 Lineup Rumored to Be Named 'iPhone 12 mini,' 'iPhone 12,' 'iPhone 12 Pro,' and 'iPhone 12 Pro Max'

Monday September 21, 2020 5:24 am PDT by
Leaker known as "L0vetodream" has today shared the alleged naming for the upcoming iPhone 12 lineup on Twitter. The tweet proposes that the upcoming iPhone 12 models will be titled "iPhone 12 mini," "iPhone 12," "iPhone 12 Pro," and "iPhone 12 Pro Max." The names likely correspond to the three expected sizes of iPhone 12, with the 5.4-inch model being the iPhone 12 mini, the 6.7-inch model ...

iOS 14 Widgets Offer iPhone Users Creative Home Screen Ideas

Sunday September 20, 2020 8:43 pm PDT by
Updated on September 22nd with hands on video. In iOS 14, Apple introduced ‌the concept of Home Screen‌ widgets, which provide information from apps at a glance. Widgets can be pinned to the Home Screen in various spots and sizes, allowing for many different layouts. Despite the relative lack of...

Hands-On With iOS 14 Widgets, Custom Icons, and Home Screen Setup

Tuesday September 22, 2020 3:25 pm PDT by
Apple with iOS 14 introduced widgets on the Home Screen, leading to unprecedented levels of customization for the iPhone. Combined with Shortcuts that let you change an app's icon, iOS 14 lets you create a whole new look for your Home Screen. Subscribe to the MacRumors YouTube channel for more videos. We've been following along with some of the creative alternative Home Screen designs that M...

PSA: New Apple Watch Owners Have to Return Entire Device for Ill-Fitting Solo Loop or Braided Solo Loop

Monday September 21, 2020 3:26 pm PDT by
With the Apple Watch Series 6, Apple introduced two new band options, the Solo Loop and the Braided Solo Loop. These new bands are unique because they have no clasps, buckles, or other fasteners, and instead use a stretch design to allow them to pull onto the wrist over the hand. Because these bands are not adjustable, Apple sells each one in nine different sizes to make sure each person...

Apple's iPhone 12 Event Could Happen on October 13 Based on Rumors From Mobile Operators

Wednesday September 23, 2020 11:51 am PDT by
Apple's upcoming iPhone-centric event could perhaps be held on Tuesday, October 13, according to information shared with MacRumors by an employee at a UK cellular carrier. There's no way for us to confirm the dates at this point in time nor are we sure on the credibility of the source, but even without a rumor, Tuesday, October 13 is a good guess based on Apple's historic launch timelines, ...

New Images Leak of iPhone 12 Braided USB-C to Lightning Cable

Thursday September 24, 2020 2:37 am PDT by
Rumors suggest Apple's upcoming iPhone 12 models will ship with a new Lightning to USB-C cable that includes a braided fabric design. Images of the purported cables were leaked in July, and today leaker Mr White has shared new images that give us a closer look at what we might get included in the iPhone 12 box. The photos show a USB-C to Lightning cable with a clearly braided design rather...

Interest in iOS 14 Home Screen Ideas Helps Pinterest Break Daily Download Record

Wednesday September 23, 2020 4:37 am PDT by
Apple's introduction of widgets on the Home Screen in iOS 14 has driven a surge in interest among users looking to customize their iPhone, and that has reportedly had a knock-on effect for Pinterest, whose iOS app has seen record downloads as users flock to its content seeking design inspiration. As reported by TechCrunch, App Store intelligence firm Apptopia was first to note the impact of ...

Apple Releases First Public Betas of iOS 14.2 and iPadOS 14.2 With New Shazam Control Center Options

Monday September 21, 2020 10:34 am PDT by
Apple today seeded the first public betas of upcoming iOS 14.2 and iPadOS 14.2 updates to its public beta testing group, a few days after seeding the first betas to developers and a little less than a week after releasing the iOS 14 and iPadOS 14 updates. Public beta testers who have signed up for Apple's beta testing program can download the iOS and iPadOS‌ 14.2 updates over the air after ...

Apple Emphasizes That Solo Loop May Increase in Length Over Time, Updates Sizing Guide With More Specific Instructions

Wednesday September 23, 2020 8:26 am PDT by
Apple on Tuesday updated one of its support documents to emphasize that the new silicone rubber Solo Loop for the Apple Watch may increase in length over time, as mentioned in fine print at the bottom of the Solo Loop product page. Apple has also updated its printable Solo Loop sizing guide with more specific instructions, as noted by 9to5Mac's Michael Steeber. The guide now advises users to ...

Microsoft Announces Outlook for Mac Redesign, Improvements to iOS and watchOS Apps

Tuesday September 22, 2020 8:56 am PDT by
Microsoft has today announced plans to bring a new design to its Outlook for Mac app along with several other improvements and features for Outlook on iOS and watchOS. In preparation for the public release of macOS Big Sur, Microsoft has been testing a new design for Outlook on Mac. The design includes Microsoft's Fluent icons and several design cues from Big Sur such as rounded corners....