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.

jurassic world 2 apple tv image
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

velocityg4 Avatar
50 months ago
Apple considered it. Then the execs realized they need more ivory back scratchers.
Score: 12 Votes (Like | Disagree)
az431 Avatar
50 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)
TVreporter Avatar
50 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)
thasan Avatar
50 months ago
For free? Apple? Lol. BS
Score: 8 Votes (Like | Disagree)
martyjmclean Avatar
50 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)
Bin Cook Avatar
50 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)

Popular Stories

iphone 15 pro wifi 6e

Internal Apple Document From Leaker 'Unknownz21' Confirms Wi-Fi 6E Will Be Limited to iPhone 15 Pro Models

Friday January 27, 2023 10:01 am PST by
Multiple rumors have suggested that the next-generation iPhone 15 models will adopt the Wi-Fi 6E standard that Apple has already introduced in the iPad Pro and MacBook Pro, and now a leaked document appears to confirm Apple's plans. Sourced from researcher and Apple leaker Unknownz21 (@URedditor), the document features diagrams of the iPhone 15's antenna architecture. D8x refers to the...
iPhone 14 Pro Purple Side Perspective Feature Purple

iPhone 15 Pro Rumored to Have These 8 Features

Friday January 27, 2023 2:11 pm PST by
Apple's next-generation iPhone 15 Pro and iPhone 15 Pro Max are expected to be announced in September as usual. Already, rumors suggest the devices will have at least eight exclusive features not available on the standard iPhone 15 and iPhone 15 Plus. An overview of the eight features rumored to be exclusive to iPhone 15 Pro models:A17 chip: iPhone 15 Pro models will be equipped with an A17...
top stories 28jan2023

Top Stories: iOS 16.3 Released, iPhone 15 Pro Rumors, macOS Tips and Tricks, and More

Saturday January 28, 2023 6:00 am PST by
Following last week's hardware announcements, this week saw the actual release of several of the new products as well as operating system updates bringing new features and bug fixes across Apple's platforms. This week also saw some fresh rumors about the iPhone 15 lineup and Apple's upcoming AR/VR headset, while we shared some tips to help you get the most of your macOS experience, so read...
Multi Display CarPlay 1

Apple Launching All-New CarPlay Experience Later This Year With These 5 Features

Sunday January 29, 2023 10:15 am PST by
In June 2022, Apple previewed the next generation of CarPlay, promising deeper integration with vehicle functions like A/C and FM radio, support for multiple displays across the dashboard, personalization options, and more. Apple says the first vehicles with support for the next-generation CarPlay experience will be announced in late 2023, with committed automakers including Acura, Audi,...
maxresdefault

Hands-On With the New M2 Max MacBook Pro

Thursday January 26, 2023 12:14 pm PST by
New 14-inch and 16-inch MacBook Pro models with the latest M2 Pro and M2 Max chips are available in Apple retail stores and are already in the hands of customers, and we picked up one of the new M2 Max machines to answer all of the questions MacRumors readers considering a purchase might have. Subscribe to the MacRumors YouTube channel for more videos. Yesterday, we asked MacRumors fans on...
iPhone 15 General Mock Feature

Kuo: iPhone 15 Models to Adopt Wi-Fi 6E

Thursday January 26, 2023 5:09 pm PST by
The upcoming iPhone 15 models that are set to be introduced later in 2023 will adopt the Wi-Fi 6E standard, according to Apple analyst Ming-Chi Kuo. In a note about Apple's work on a Wi-Fi chip, Kuo said that the company will upgrade the iPhone 15 to Wi-Fi 6E. Apple is already using Wi-Fi 6E for the 11 and 12.9-inch iPad Pro models introduced last year, along with the new Mac mini and...
iPhone 14 Pro Purple Side Perspective Feature Purple

iPhone 15 Expected to Feature Wi-Fi 6E Like Latest Macs and iPad Pro

Wednesday January 25, 2023 5:39 pm PST by
The iPhone 15 will support Wi-Fi 6E, according to a research note shared this week by Barclays analysts Blayne Curtis and Tom O'Malley. The analysts did not specify whether the feature will be available on all models or limited to the Pro models. Apple has added Wi-Fi 6E support to a handful of devices so far, including the latest 11-inch and 12.9-inch iPad Pro, 14-inch and 16-inch MacBook...