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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

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4 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.
Rating: 4 Votes
4 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.
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It’s 8 lousy shows


Where did you watch Apple TV+ 8 shows?
Rating: 3 Votes
4 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.
Rating: 3 Votes
4 weeks ago
so now we're talking about the history of something that's never seen the light of day.
Rating: 3 Votes
4 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?
Rating: 2 Votes
4 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.
Rating: 2 Votes
4 weeks ago


No, it's clear how different the company is after iPhone. It changed the entire landscape of the company. Financials prove that unequivocally.

Once again, I dont know why you are taking this as a good thing....
Rating: 2 Votes
4 weeks ago


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.

How many shows does Netflix have worth watching? Of those, how many are NOT licensed that could leave like Friends and The Office?

Who cares about dedicated buttons? People own the iPhone, iPad, etc. Netflix can be forgotten about the minute you decide to unsubscribe. They are losing good content left and right and have a stupidly high valuation. The market recognizes the threat and has punished the stock by 30% from highs.

I don’t think you have any idea how far Apple will push their content spend. They already spent $6B, which was almost double HBO and getting close to half of all Netflix.

Apple has $60B in earning power and over $100B in net cash. Netflix had to raise money just this year and has about $1B in earning power.

Disney is going to take a lot of eyeballs away too. They have more money and way better content than Netflix.

You‘ve speculated a hell of a lot and have ignored Apple’s best in world ability to execute strategy. You said they’ll never break even, isn’t willing to spend, and it’s doom in 5 years. Pretty bold, zero facts.
Rating: 2 Votes
4 weeks ago
A very costly endeavor for Apple, but necessary to keep ahead of competitors...
Rating: 2 Votes
4 weeks ago


With just over two weeks to go until the launch of Apple TV+, The Hollywood Reporter ('https://www.hollywoodreporter.com/news/apples-bumpy-tv-launch-inside-tech-giants-impending-arrival-hollywood-1247577') today shared a deep dive into the service's history.

"History"? Great choice of words, considering AppleTV+ might actually be history within a year or two of its launch. ?
Rating: 2 Votes

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