variety.com


'variety.com' Articles

New Report Looks Into Apple's Growing Promotional Presence Within Popular TV Shows

Over the years, Apple has included its products in well-known television shows and movies as a way to spread awareness and promote recent launches of its iPhones, iPads, and more. Variety today reported that the company is appearing to increase the presence of these promotional campaigns, with some TV shows including direct connections to the Cupertino company in the closing credits. Fox's cop drama 9-1-1 includes multiple instances of Apple's iPhone as the main smartphone for its characters, and each episode ends with a "promotional consideration sponsored by Apple" message. According to the report, Apple has recently moved from simple "surprising cameos" to taking directly credited roles in popular TV shows as it does in 9-1-1. Image from 9-1-1 via YouTube Ad agency the Omnicom Group -- which buys ad time for Apple -- denied having anything to do with purchasing the 9-1-1 appearances. Although Apple and Fox declined to officially comment, marketing professor P.K. Kannan noted that amid the growing prices of Apple products, placing iPhones and MacBooks in the hands of celebrities could garner more attention than a regular TV ad. It usually takes a little while before Apple's latest phones appear regularly in TV shows, and 9-1-1 appears to still be using pre-iPhone X devices. “They need to sell their increasingly more expensive smartphones to keep their revenues flowing in,” notes P.K. Kannan, a marketing professor at the University of Maryland’s Robert H. Smith School of Business. “Producers and marketers of hardware have a tough problem when they release

Apple Buys Unscripted TV Series 'Carpool Karaoke' to Promote Apple Music

Apple has purchased an unscripted television series based on the highly popular "Carpool Karaoke" segment from "The Late Late Show With James Corden," reports Variety. The upcoming television show will be distributed via Apple Music and is said to be seen as a way to "drive online activity" for the streaming music service. It is not clear how closely the "Carpool Karaoke" show Apple has purchased will mirror the segment popularized by Corden. On The Late Late Show, Corden drives around and sings hit songs with celebrities and public figures that have included Michelle Obama, Selena Gomez, The Red Hot Chili Peppers, Demi Lovato, Gwen Stefani, and more. Apple has licensed 16 episodes of the show from CBS TV Studios, which will be executive produced by Corden and Ben Winston. According to Variety, the Carpool Karaoke show sparked a bidding war between multiple cable and subscription video outlets due to its success on The Late Late Show. Apple's Eddy Cue called the upcoming show the "perfect fit" for the Apple Music service."We love music, and 'Carpool Karaoke' celebrates it in a fun and unique way that is a hit with audiences of all ages," said Eddy Cue, Apple's senior vice president of Internet software and services. "It's a perfect fit for Apple Music -- bringing subscribers exclusive access to their favorite artists and celebrities who come along for the ride."Apple has been making its first steps into original television programming as a way to promote its growing services segment. In addition to Carpool Karaoke, Apple is also working on "Vital Signs," a dark

Apple Reportedly Exploring Producing Original TV Shows

Apple has been having early discussions with Hollywood executives about producing original video programming in a bid to potentially compete against companies like Netflix, Amazon and Hulu, according to a new report from Variety. Sources indicate the Cupertino, Calif. colossus has held preliminary conversations in recent weeks with executives in Hollywood to suss out their interest in spearheading efforts to produce entertainment content. The unit putting out the feelers reports into Eddy Cue, who is Apple’s point man on all content-related matters, from its negotiations with programmers for Apple TV to its recent faceoff with Taylor Swift.It's currently unclear how large Apple's ambitions and commitment to producing original video content are, as sources have told Variety contradictory things about the Cupertino company's plans. One source says Apple wants to create development and production departments that could create long-term content like Netflix does with original TV shows and movies. Another source says Apple is "flirting" with the idea, and launched an "unprecedented bid" to sign Top Gear stars Jeremy Clarkson, James May and Richard Hammond when they left the BBC. However, Amazon ended up winning that bidding war. In recent years, Apple has hired independent film content experts to shore up iTunes Movies' independent offerings with exclusive windows on films and a broader selection of content, including offering movies available for rent before or during their theatrical runs. More recently, Apple has expanded into original content with its worldwide