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.

apple tv plus promo image
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

SDJim Avatar
20 months 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)
matrix07 Avatar
20 months 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.


It’s 8 lousy shows
Where did you watch Apple TV+ 8 shows?
Score: 3 Votes (Like | Disagree)
wigby Avatar
20 months 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)
now i see it Avatar
20 months ago
so now we're talking about the history of something that's never seen the light of day.
Score: 3 Votes (Like | Disagree)
DevNull0 Avatar
20 months 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)
cardfan Avatar
20 months 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

flat imac 3d 3 teal

Reliable Leaker Hints Redesigned Colorful iMac to Debut at 'Spring Loaded' Event

Saturday April 17, 2021 4:43 am PDT by
Reliable leaker known as l0vetodream has hinted that Apple may debut its rumored redesigned and colorful iMac at its "Spring Loaded" event on Tuesday, April 20. In a tweet, the leaker posted an image of Apple's logo used for marketing the upcoming event and an image of the retro rainbow Apple logo alongside the colorful lineup of G3 iMacs. Apple leaker Jon Prosser previously reported that...
third gen Apple pencil leaked video

Video of Alleged Third-Generation Apple Pencil Leaks Ahead of Apple Event

Friday April 16, 2021 6:13 am PDT by
A video purporting to be of the third-generation Apple Pencil has today been shared online, showing a glossy finish that mirrors previous leaks. New ✏️ ready to 🚢 #AppleEvent @TommyBo50387266 pic.twitter.com/s4RCDwDi5M— 漢尼斯·拉斯納 🇨🇳 (@ileakeer) April 16, 2021 The brief video from Twitter account @ileakeer, spotted by 9to5Mac, shows an Apple Pencil with a glossy finish much like the...
important battery message iphone 11

Some iPhone 11 Users Seeing Increased Battery Health Percentages After iOS 14.5 Recalibration Process

Friday April 16, 2021 6:32 am PDT by
In the sixth beta of iOS 14.5, Apple introduced a recalibration process for the battery health reporting system on the iPhone 11, iPhone 11 Pro, and iPhone 11 Pro Max to address inaccurate battery health estimates for some users. Apple said this process might take a few weeks to be completed, and now that two weeks have passed since the sixth beta of iOS 14.5 was released, some users are...
apple event particularly innovative article

Gurman: Apple's 'Spring Loaded' Event Won't Feature Anything 'Particularly Innovative'

Thursday April 15, 2021 1:30 am PDT by
Bloomberg's highly-respected Mark Gurman says that he expects nothing "particularly innovative" or "extraordinary" to launch at Apple's "Spring Loaded" event next week, Tuesday, April 20. Gurman made the remarks during an interview for Bloomberg Technology, in which he reaffirmed that Apple will launch a new 11-inch and 12.9-inch iPad Pro, with the higher-end model featuring a brand new...
Top Stories 57 Feature

Top Stories: Apple Event Next Tuesday, Mini-LED iPad Pro, iPhone Rumors

Saturday April 17, 2021 6:00 am PDT by
It feels like we've been waiting forever for new Apple products, but the wait is almost over as Apple has announced a media event for next Tuesday, so make sure to tune into MacRumors for full coverage of everything Apple announces. While that was the big news this week, we also got some new details on Apple's iPhone plans for 2022 and 2023 courtesy of analyst Ming-Chi Kuo, and we also saw...
apple event spring loaded

Apple's 'Spring Loaded' Event Officially Announced for Tuesday, April 20

Tuesday April 13, 2021 9:04 am PDT by
Following an overnight leak by Siri, Apple today officially announced that it will be holding a special "Spring Loaded" event on Tuesday, April 20 at 10:00 a.m. Pacific Time at the Steve Jobs Theater on the Apple Park campus in Cupertino, California. As with all of Apple's 2020 events, the April 2021 event will be a digital-only gathering with no members of the media invited to attend in...
maxresdefault

Hands-On With Anker's MagSafe-Compatible Battery Pack

Thursday April 15, 2021 9:39 am PDT by
Anker, a company known for its range of accessories designed for Apple products, recently came out with one of the first MagSafe-compatible battery packs, so we thought we'd check it out to see how it compares to a standard battery pack. Subscribe to the MacRumors YouTube channel for more videos. Design wise, Anker's power bank looks like a typical battery pack, but it has magnets built in...
iphone 13 pro max cads eap

iPhone 13 Series CAD Leaks Reveal Larger Camera Dimensions

Friday April 16, 2021 1:53 am PDT by
Information and alleged CADs of the upcoming iPhone 13 series, shared in a video from EverythingApplePro, indicates that Apple plans to make this year's iPhone camera module significantly bigger, likely to make way for larger sensors and sensor-shift stabilization. According to the CADs shared in the video, the iPhone 13 mini, Pro, and Pro Max camera module will all be a "perfect square."...
jaguar car homekit

User Adds Car to HomeKit for In-App Controls and Automations, Showing Future Potential

Thursday April 15, 2021 6:17 am PDT by
Blogger Siobhán Ellis has successfully integrated their electric car into their Apple HomeKit setup, adding in-app toggles for door locking, climate control, and more. The setup, which is outlined in detail on the blog Practical HomeKit, allows multiple elements of a Jaguar I-Pace electric vehicle to be monitored, controlled, and automated using the Home app. Using a HomeBridge plugin for ...
siir apple event april 20

Siri Reveals Apple Event Planned for Tuesday, April 20

Tuesday April 13, 2021 12:04 am PDT by
Siri has apparently prematurely revealed that Apple plans to hold an event on Tuesday, April 20, where the company is expected to reveal brand new iPad Pro models and possibly its long-awaited AirTags trackers. Subscribe to the MacRumors YouTube channel for more videos. Upon being asked "When is the next Apple Event," Siri is currently responding with, "The special event is on Tuesday, April...