Apple Seeking Programming Chief to Lead Video Efforts

[MacRumors]

Apple is looking for a programming chief, suggesting the company is serious about delving further into original programming, reports The Information.

In its search to find someone to lead its video efforts, Apple is said to have met with former HBO president and programming lead Michael Lombardo earlier this year to "discuss Apple's video programming strategy." Lombardo left his high-profile role as HBO president in early 2016 to become a producer because he wanted a more active creative role.

Lombardo is currently producing a show for HBO, but given his meeting with Apple, it's possible the company is considering him for the head programming role. Apple is said to be actively seeking to fill the position, which could answer some questions Hollywood has about the company's video plans.

While the company has taken on a few projects like reality competition show "Planet of the Apps" and the "Carpool Karaoke" series, many in Hollywood have been flummoxed by what exactly Apple wants to do with video. Questions include how far Apple wants to go in making its own shows and whether it wants to compete with Netflix, Amazon and Hulu.

Apple CEO Tim Cook in January said that Apple has a "toe in the water" testing original television programming, so it's possible Apple itself doesn't yet know how far it wants to go with original content. In early May, Cook said in an interview that Apple is experimenting with original content and learning from that experience. "We're learning and we'll see where this takes us," he said.

Apple has several original television programs in the works, including "Carpool Karaoke," "Planet of the Apps," and "Vital Signs," with the two former shows having already been announced, but none of the content has debuted as of yet.

Apple is planning to use the television shows to promote its Apple Music service, with Apple iTunes chief Eddy Cue saying Apple is not aiming to compete with Netflix, but there have been hints suggesting the company's content ambitions could perhaps run deeper than simple Apple Music promotion.

January rumors indicated Apple was building a "significant" business around original television shows with plans to launch content in the vein of HBO's "Westworld" and Netflix's "Stranger Things," and in February, Eddy Cue reportedly met with execs from Paramount Pictures and Sony Pictures in pursuit of a "transformative acquisition."

Apple's television plans have, however, fallen through so many times over the years due to negotiation difficulties that it's unclear how original content will pan out.

Article Link: Apple Seeking Programming Chief to Lead Video Efforts

 

[Santabean2000]

The market is becoming even more fragmented than ever. Luckily I don't watch enough tv to care

 

[ndpitch]

Apple needs to stop trying to do too much. Simply focus on the products that made you great. I want an awesome Macbook Pro, not a TV show.

 

[HobeSoundDarryl]

Oh com'on man... clearly a show about nerds & apps is a far superior place to focus effort than new Mac computers

Read through these threads around here: hardly anyone wants updated Macs but everyone is buzzing about Planet of the Apps & similar.

 

[Santabean2000]

Apple needs to stop trying to do too much. Simply focus on the products that made you great. I want an awesome Macbook Pro, not a TV show.

Certainly feels like they're spreading themselves too thin.

 

[Michaelgtrusa]

At first I was thinking Final Cut role, but it's a good position.

 

[busyscott]

I hope that networks holding out on streaming will be there demise. All of these tech giants are perfectly capable of making better content without them. Amazon and Netflix are already proving this. I hope Apple joins in on the movement.

 

[Denmac1]

Certainly feels like they're spreading themselves too thin.

But, I thought thin was in...Oh, but...Eddie.......

However, in somewhat seriousness, Apple is trying to lean on services for that other income category. At this point, IMHO, I don't think they have had much success in the video/streaming/Content arena (outside of iTunes).

I do enjoy the occasional movie download, but I don't think at this point that they will have anything close to what Netflix & Hulu have to offer. Their mindset just isn't there.

Steve always had the vision of the Mac or whatever computer delininations there was, to be a digital hub. I think Apple could be close, but their focus (or lack of) has become too diluted and disoriented. Some had hoped that the Beats acquisition would bring this together, but Iovine and Dre seem to have faded to the background without anything, IMHO, being innovative pr ground breaking.

When Steve came back to Apple, it was a wake up call to go back to basics and concentrate on what really mattered.

I think we have lost that direction under current senior management.

As Santa said above, I don't watch that much 'TV'. However it takes Apple in a direction that I don't believe fits to their business model (if they have figured that out)

OK, i'll pick up my soapbox and go.........

 

[B.K.]

Less programming and more programming please!

 

[bdkennedy1]

Well, I'm no programming chief. But Apple could start off by not creating stupid ****. Stick to the hardware. Thanks.

 

[CartoonCat]

They are a day late and a dollar short. Should have done this 3-4 years ago. Now they are at the back of the pack, and everyone beat them to the punch. This seems to be the case now days. Without the iPhone they would be in serious trouble.

 

[robbyx]

Buy Netflix. There's no need to reinvent the wheel and we don't need yet another streaming service. Netflix has great content, great mindshare, and has more than proven itself. Buy them, ditch DVDs, and use some of that cash hoard to pour gasoline on the fire.

I really don't see how Apple can break into the original content space in a meaningful way short of an acquisition. They are struggling to make Apple Music truly happen, despite a huge built-in customer base. They haven't been able to dethrone Spotify, quite the opposite really. Do they really need another ho-hum service?

I'm generally opposed to the idea of Apple making big acquisitions, but I think Netflix makes a lot of sense. The other one I'd like to see happen is Nintendo, but I'm afraid that ship has sailed now that Nintendo has watered down their brand by producing apps for various mobile platforms.

 

[Abazigal]

Apple needs to stop trying to do too much. Simply focus on the products that made you great. I want an awesome Macbook Pro, not a TV show.

The issue then comes when different people disagree on what Apple ought to focus on, and that the products which made them great in the first place may simply no longer be relevant in the long run.

 

[Dilster3k]

Oh Spotify is streaming music... Gotta do that.
Oh Tesla is making electric AI driven cars... Gotta do that.
Oh Amazon & Google are making home voice driven hubs... Gotta do that
Oh Netflix & Amazon are producing original content... Gotta do that

Yo, like stop.

 

[2010mini]

Oh com'on man... clearly a show about nerds & apps is a far superior place to focus effort than new Mac computers

Read through these threads around here: hardly anyone wants updated Macs but everyone is buzzing about Planet of the Apps & similar.

LOL.

But seriously every other major tech company is getting into original video offering. It is the next big thing and Apple better start getting serious about it. The content owners are not letting go of their stranglehold on content. So Apple better start following Amazon, Netflix etc and offer original content where they control all the rights.

 

[sudo1996]

Watch them not update the Mac Pro but make a show about it.
[doublepost=1494907653][/doublepost]

Oh Spotify is streaming music... Gotta do that.
Oh Tesla is making electric AI driven cars... Gotta do that.
Oh Amazon & Google are making home voice driven hubs... Gotta do that
Oh Netflix & Amazon are producing original content... Gotta do that

Yo, like stop.

I imagine this is how all those manufacturing companies in Japan that make nearly everything came about.
[doublepost=1494907829][/doublepost]

The issue then comes when different people disagree on what Apple ought to focus on, and that the products which made them great in the first place may simply no longer be relevant in the long run.

This wasn't an issue when Jobs just forced everything to be the way he wanted... and mostly did it right despite going against the grain.

 

[69Mustang]

LOL.

But seriously every other major tech company is getting into original video offering. It is the next big thing and Apple better start getting serious about it. The content owners are not letting go of their stranglehold on content. So Apple better start following Amazon, Netflix etc and offer original content where they control all the rights.

Content owners aren't ever going to let go of their stranglehold on content. Amazon and Netflix are simply ponying up gobs of money to license that content. Netflix alone is spending $6B on original content for 2017. If Apple wants to play, it's simply going to have to pay. I think Apple is used to negotiating from a position of power. Here, they have none. They are out of their depth. It's why I think they're having such a tough time breaking into streaming. They literally have no idea what they're doing. Content creators have been trained at the "show me the money" school of bidness. Apple is used to promising the "eyes" of 800 million iOS/MacOS users. All those eyes don't translate into guaranteed money. Cough up enough dough, Apple can have quality show just like Netflix and Amazon.
[doublepost=1494908072][/doublepost]

I hope that networks holding out on streaming will be there demise. All of these tech giants are perfectly capable of making better content without them. Amazon and Netflix are already proving this. I hope Apple joins in on the movement.

Netflix and Amazon are willing to spend the money to buy quality content. There's nothing stopping Apple from cracking open the checkbook and doing the same. Neither Netflix nor Amazon are making content, they're paying for it.

 

[bluespark]

"Programming" used to mean something different there....

 

[truthertech]

Apple needs to stop trying to do too much. Simply focus on the products that made you great. I want an awesome Macbook Pro, not a TV show.

That sounds like a formula for bankruptcy. If Apple followed your advice, they never would have developed the iPhone since they already had the great iPod that was brining in tons of money and dominating the market. Ditto the iPad and all the other products, AirPods, and services that are filling their cash coffers and rapidly propelling them to the first trillion dollar company.

 

[sudo1996]

I hope that networks holding out on streaming will be there demise. All of these tech giants are perfectly capable of making better content without them. Amazon and Netflix are already proving this. I hope Apple joins in on the movement.

Who's holding out? The big ones seem to offer streaming services.

 

[28monkeys]

Perhaps...just a maybe...You can try to sell movies and show programmes like how Steam sell their games. I don't know, how it may work out because a show may require more than indie developers but indie shows should be included not simply just blockbusters. Indies can sign an execusive agreement not to upload their production to other cable providers or youtube for a period of time and payment 80% - 20% with sponsored funding for excellent indie shows..?

 

[mi7chy]

Futile being so late to a saturated market.

 

[filmantopia]

Steve always had the vision of the Mac or whatever computer delininations there was, to be a digital hub. I think Apple could be close, but their focus (or lack of) has become too diluted and disoriented.

Actually more recently than that Steve Jobs described a "post-PC era" in which PCs were less common, like trucks, and "post-pc devices" were the center of most people's lives.

Steve was also excited about the future of television, and Apple's role in it.

Looks like they're right on track.

 

[Winni]

Actually more recently than that Steve Jobs described a "post-PC era" in which PCs were less common, like trucks, and "post-pc devices" were the center of most people's lives.

Steve was also excited about the future of television, and Apple's role in it.

Looks like they're right on track.

I'm pretty sure he had something else in mind when he envisioned Apple's role in the future of television. After all, when iTunes was created, Apple didn't become a record label either, and they certainly didn't write their own music.

 

[Bacillus]

Glub..
I thought there already is a VP for content on board who is succesfully overlooking video/TV licensing & content creation.
Is he getting redundant - or do we need a queue of those ?
Actually I'd rather see another VP for design and a VP for product innovation