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Apple TV+ Executive: 'We're Not Doing Demographic Programming'

WIRED has published a lengthy feature about Apple's foray into streaming video, and while many of the details are known, the article serves as a nice primer ahead of the launch of Apple TV+ on November 1.


In an interview, Apple TV+ co-chief Zack Van Amburg said Apple is focused on quality rather than demographic programming. "No one here is sitting around saying we need to find the next show for males 18 to 34, or the next show for females older than 32. We're defining our programming by quality."

While TV shows on traditional networks are often aimed at capturing viewers between the ages of 18 and 49, a key demographic for advertising, Apple TV+ can avoid this since the subscription-based service has no commercials.


One of Apple TV+'s first series will be Ronald D. Moore's space-race drama "For All Mankind," with the article noting that Moore pitched the series with an impressive level of detail spanning up to seven seasons:
On the wall, a series of timelines and character profiles helped illustrate how the show might progress over the seven seasons that Moore and his writers had broken down. "The level of detail was overwhelming," Erlicht says. "Every aspect of the butterfly effect that would happen from the slightest change in that event." The executives walked out into the hallway, grinned at each other, and negotiated which one of them was going to give Moore the good news.
Apple TV+ will be available on the Apple TV app on iPhone, iPad, Apple TV, Mac, and other platforms, including online at tv.apple.com, for $4.99 per month with a seven-day free trial. Since September 10, customers who purchase any iPhone, iPad, Apple TV, iPod touch, or Mac can get one year of Apple TV+ for free.

Full Article: Inside Apple's High-Flying Bid to Become a Streaming Giant

Top Rated Comments

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4 weeks ago
This is either a blatant lie, or they will soon realize how important market research is when Apple TV originals fail.
Rating: 11 Votes
4 weeks ago


Where is your proof?

Are you kidding!?
Rating: 6 Votes
4 weeks ago
Of course they are, Apple only does demographic marketing and now programming
Rating: 6 Votes
4 weeks ago
I remember when Apple made computers instead of TV shows and credit cards
Rating: 5 Votes
4 weeks ago
Obviously the marketing department decided the word here needs to be “quality”? But how do you define that? Quality TV programming is highly subjective.
Rating: 5 Votes
4 weeks ago


I have so much TV to watch already - if I watched TV 24 hours a day it would take 10-20 or maybe 50 years to watch it all.

I just don't get it.

Not if you watch ATV+ exclusively at launch.

You would be done in a week.
Rating: 4 Votes
4 weeks ago


I remember when Apple made computers instead of TV shows and credit cards

If you know your Apple history, I’m sure you’d agree the new Mac Pro is by far the best Mac ever. That reality is pretty much decoupled from Apple’s new services, or more recent hardware like iPod, Apple TV, iPhone, iPad, Watch, AirPod, HomePod, etc.
Rating: 3 Votes
4 weeks ago


I’m excited for Apple TV+. However, I don’t see how this is a profitably strategy for Apple’s slowing iPhone business. Even if Apple capped the budget at $2 billion (which it didn’t), it would take 400 million paying subscribers at $4.99/month to recoup that investment.

I don’t think Apple’s trying to recoup their investment in a month.
Rating: 3 Votes
4 weeks ago


I like it. I think the aim is to catch those viewers that Netflix and Amazon are losing due to their promotion of LGBT/modern shows ("losing" is a strong word, more like "viewers that are simply uninterested in it and are watching such shows less). The message is that "we're not trying to impress anyone or think too much into social statements and kill character developments for it. We're just trying to make the best shows possible (those that test best with most of a varied demographic).

My $0.02. I remain optimistically hopeful.

Think you’re totally misinterpreting the statement being made by Apple here.

Netflix and Amazon commission a lot of programming around “the figures”. If a lot of people search “clay” they will commission a sculpting show, it’s literally that basic. It’s led Netflix in particular down a hole of commissioning shows with an increasingly obscure focus. It’s causing them to make a lot of bad TV, because it’s purely about retaining a percentage and not about making “good programming”.

Anyway, what Apple means is they’re trying to make good shows under the assumption that quality will attract an audience.
Rating: 3 Votes
4 weeks ago
The best thing apple can to do is avoid the polarization trend of current cable service.

We look at TV to escape, relax, and have fun. So we don't need every sitcom or TV show to become a lecture on every issue, from a hollywood perspective of course.

Instead of lecturing people on every issue, entertainment shows need to go back to being - you know - entertaining. That has gotten old fast. More importantly, it's why I cut cable.
Rating: 3 Votes

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