New Report Dives Into History of Apple TV+ As November 1 Launch Nears

With just over two weeks to go until the launch of Apple TV+, The Hollywood Reporter today shared a deep dive into the service's history. The new report reiterates that the majority of projects coming out of ‌Apple TV‌+ will reflect Apple's aspirational company brand -- a move that has led to behind-the-scenes drama for shows like Amazing Stories and the shelved Vital Signs.


Despite previous reports, ‌Apple TV‌+ will not solely focus on family-friendly content; as long as explicit content serves the story, Apple will approve of the project. Still, Apple is steering the platform to be headlined by its so-called aspirational brand identity, putting the brakes on an "edgy, high-concept" version of Amazing Stories in favor of one with an aspirational viewpoint told by Once Upon A Time's Edward Kitsis and Adam Horowitz.

In addition to the $1 billion annual content budget Apple allotted for ‌Apple TV‌+ (which Apple is believed to have overshot), the company is said to be offering every showrunner and series regular a free Apple product. According to today's report, Apple has dispatched representatives to ‌Apple TV‌+ show sets to "take orders" regarding which style of iPhone or iPad the crew would like.

As the launch nears, the behind-the-scenes of ‌Apple TV‌+ has been chaotic, according to multiple sources. Particularly, the company has struggled with arranging early critic and tastemaker screenings, which can help promote early buzz for launch shows like The Morning Show and See. According to one unnamed publicist, Apple is treating the TV+ rollout like a product launch and not a TV service launch, leading to some unrest.

One issue that numerous sources brought up was ‌Apple TV‌+'s lack of a large back catalog, which will look particularly troublesome for the company alongside Disney+ and its hundreds of hours of TV and movies dating back to the 1930's. As expected, analysts suggest Apple will acquire a content creator to address this issue in the future, suggesting such companies like MGM, Lionsgate, Sony, and A24.

Apple has also begun work on funding its own content through a new "Masters" internal production studio, the first project for which will be a follow-up to HBO's Brand of Brothers and The Pacific series called Masters of the Air. With its own studio, Apple will wholly own all of the shows and movies it creates, instead of having to work with other partners like Amblin Television.

You can read The Hollywood Reporter's full story here: "Inside Apple's Long, Bumpy Road to Hollywood"

Top Rated Comments

(View all)
Avatar
23 weeks ago
Glad Apple is willing to do what Netflix seemingly won't: provide mature-themed content without a gluttony of profanity and sexually graphic content that adds nothing to - and frequently detracts from - the story.
Score: 4 Votes (Like | Disagree)
Avatar
23 weeks ago


You don’t seem to understand. Netflix (and others) has billions of screens. They have dedicated buttons on most tv remotes.


People who’s willing to pay fixed money every month to subscribe for entertainment is a minority of the world population so Netflix having more screen isn’t an advantage. Android having more market share than Apple but Apple still have more revenue from the App Store.
[automerge]1571185079[/automerge]


It’s 8 lousy shows


Where did you watch Apple TV+ 8 shows?
Score: 3 Votes (Like | Disagree)
Avatar
23 weeks ago


So what needs to happen to declare apple tv + a success?

It depends who you ask. Apple critics only care about marketshare which is why they always criticize Apple for their high prices and minority marketshare. If you ask shareholders, they just want massive profits from services. In the end, I suspect Apple will have the final say on if it's a success or not through sheer marketing and will. They will hit 100 million subscribers in about a year which will make it the fastest growing streaming service ever. Of course they will leverage all of their customer loyalty and also give away lots of free subscriptions to all of those new hardware customers too. Some will say it's cheating but Apple's own narratives usually win in the end.
Score: 3 Votes (Like | Disagree)
Avatar
23 weeks ago
so now we're talking about the history of something that's never seen the light of day.
Score: 3 Votes (Like | Disagree)
Avatar
23 weeks ago


How is it bad? The company has grown into a $1T company that has more satisfied customers using its product than at any point in its history.


Are you a corporate cheerleader or a customer who enjoys Apple's products and services?
Score: 2 Votes (Like | Disagree)
Avatar
23 weeks ago

Netflix relies on you coming to them. Apple has over a billion devices with screens and can push their content in a much more integrated way. It’s also cheaper and is now bundled with the sales of new iPhones, of which they sell almost 200M per year.

Netflix also doesn’t have nearly the money Apple does to buy and create content. This is a huge advantage to Apple in the long term.


You don’t seem to understand. Netflix (and others) has billions of screens. They have dedicated buttons on most tv remotes.

Apples better be cheaper. It’s 8 lousy shows..lol. 4.99 a month won’t cut it (I can imagine the pain Apple went through knowing they couldn’t charge 9.99). They’ll never break even on it. And Apple isn’t willing to spend what it takes.

I think a better question is whether this will be around in 5 years. And obviously there’s better things Apple could be doing then something way out of their realm of expertise.
Score: 2 Votes (Like | Disagree)

Top Stories

Apple Releases iOS and iPadOS 13.4 With New Mail Toolbar, iCloud Folder Sharing, Trackpad Support for iPad and More

Tuesday March 24, 2020 9:56 am PDT by Juli Clover
Apple today released iOS and iPadOS 13.4, the latest major updates to the iOS 13 operating system that was released in September. iOS and iPadOS 13.4 come two months after the release of iOS and iPadOS 13.3.1 with Screen Time Communication Limits. The iOS and ‌iPadOS‌ 13.4 updates are available on all eligible devices over-the-air in the Settings app. To access the updates, go to...

Apple Releases macOS Catalina 10.15.4 With Screen Time Communication Limits and Real-Time Apple Music Lyrics

Tuesday March 24, 2020 10:21 am PDT by Juli Clover
Apple today released macOS Catalina 10.15.4, the fourth update to the macOS Catalina operating system that was released in October. macOS Catalina 10.15.4 comes a couple of months after the release of macOS Catalina 10.15.3. macOS Catalina 10.15.4 can be downloaded from the Mac App Store for free using the Update feature in the System Preferences app. The macOS Catalina 10.15.4 update...

Hands-On With Apple's New Smart Keyboard Folio for the 2020 iPad Pro Models

Tuesday March 24, 2020 12:38 pm PDT by Juli Clover
Apple last week introduced new 11 and 12.9-inch iPad Pro models, which are set to arrive in the hands of customers starting this week. Apple introduced a nifty new Magic Keyboard with trackpad alongside the new iPad Pro models that's coming in May, but it also debuted a new Smart Keyboard Folio, which is available now. We picked up the Smart Keyboard Folio for the designed for the 2020 iPad...

Apple Helps Source Over 10 Million N95 Masks for Healthcare Providers in the U.S.

Wednesday March 25, 2020 10:25 am PDT by Juli Clover
Apple over the weekend announced plans to donate millions of N95 masks to hospitals in the United States and Europe, and according to Apple CEO Tim Cook, Apple has been able to source more than 10 million N95 masks in the U.S. and millions more in Europe. Apple CEO Tim Cook said on Saturday that Apple was aiming to donate supplies to healthcare providers fighting COVID-19, and clarified...

Apple Considering Delaying iPhone 12 Launch 'by Months'

Wednesday March 25, 2020 12:51 pm PDT by Juli Clover
Apple is preparing to delay the launch of the 2020 iPhones expected to be equipped with 5G technology, according to sources with knowledge of Apple's plans that spoke to Japanese news site Nikkei. Apple has reportedly held internal discussions about the possibility of delaying the launch "by months" over fears of how well iPhones would sell in the current situation, and supply chain sources...

2020 iPad Pro Unboxing Videos and First Impressions

Tuesday March 24, 2020 5:34 am PDT by Joe Rossignol
Apple last week introduced new iPad Pro models with an similar performing A12Z Bionic chip, an Ultra Wide camera for 0.5x zoom, and a LiDAR Scanner for enhanced augmented reality. The new iPad Pro models will begin arriving to customers and go on sale at select stores starting tomorrow, and ahead of time, the first unboxing videos have surfaced. The new iPad Pro models will be compatible with A...

Hands-On With the New 2020 12.9-Inch iPad Pro

Wednesday March 25, 2020 2:10 pm PDT by Juli Clover
Apple last week announced new 11 and 12.9-inch iPad Pro models, and as of today, the new iPads are arriving to customers. We picked up one of the new 12.9-inch models and checked it out to see just what's new and whether it's worth buying. Subscribe to the MacRumors YouTube channel for more videos. When it comes to design, the new iPad Pro models are identical to the 2018 iPad Pro models, but ...

Mobile Networks in Multiple Countries Display 'Stay Home' Message When Users Connect to Cellular Instead of WiFi

Tuesday March 24, 2020 3:46 pm PDT by Juli Clover
iPhone users in several countries who disconnect from WiFi on their devices will see a "Stay Home" message at the top of the Control Center where cellular network information is displayed. Image via Matt Navarra According to reports on Twitter, the status bar messages are showing up in countries that include Germany, Belgium, United Arab Emirates, Peru, Turkey, India, Luxembourg, Romania,...

Apple Releases tvOS 13.4 for Fourth and Fifth-Generation Apple TV Models

Tuesday March 24, 2020 9:53 am PDT by Juli Clover
Apple today released tvOS 13.4, the third major update to the tvOS operating system that runs on the fourth and fifth-generation Apple TV models. tvOS 13.4 comes a couple of months after the release of tvOS 13.3.1. tvOS 13.4, a free update, can be downloaded over the air through the Settings app on the Apple TV by going to System > Software Update. Apple TV owners who have automatic software ...

Benchmarks Suggest New iPad Pro's A12Z Chip is Nearly Identical to A12X in 2018 iPad Pro

Monday March 23, 2020 7:18 pm PDT by Juli Clover
One of the new 2020 iPad Pro models equipped with an A12Z chip arrived early to a Reddit user, who did some benchmarking tests to see how it performs. In a Geekbench 5 test, the 11-inch 2020 iPad Pro earned a single-core score of 1114 and a multi-core score of 4654, which is close to the Geekbench scores of the 11-inch iPad Pro from 2018. The 11-inch iPad Pro has an aggregate single-core G...