Apple Working on 'Swagger' TV Show Based on NBA Star Kevin Durant

Discussion in ' News Discussion' started by MacRumors, Feb 13, 2018.

  1. MacRumors macrumors bot


    Apr 12, 2001

    Apple is developing a new drama series that's based on the early life and career of NBA star Kevin Durant, who plays for the Golden State Warriors, reports Variety.

    The show, called "Swagger," was inspired by Durant's experiences as a youth playing basketball. It will highlight the world of Amateur Athletic Union (AAU) basketball, taking a look into the lives of players, their families, and coaches.


    Imagine Television, led by Brian Grazer and Ron Howard, will produce alongside Kevin Durant's Thirty Five Media. Both Durant and Grazer will serve as executive producers, while Reggie Rock Bythewood will write and direct. Bythewood is known for his work on "Notorious," a movie that shared the story of Notorious B.I.G., and television series "Shots Fired."

    Apple now has at least 10 television shows in the early stages of development, including an untitled morning show drama starring Jennifer Aniston and Reese Witherspoon, an "Amazing Stories" reboot from Steven Spielberg, an untitled space drama from Battlestar Galactica creator Ronald D. Moore, a series written by "La La Land" creator Damien Chazelle, a Kristen Wiig comedy series, See, an epic world-building drama, Home, a docuseries focusing on incredible homes, and "Little America," an anthology series from "The Big Sick" creators Kumail Nanjiani and Emily V. Gordon.

    More details about each of Apple's television projects can be found in the original content section of our Apple TV roundup.

    Article Link: Apple Working on 'Swagger' TV Show Based on NBA Star Kevin Durant
  2. William Gates macrumors 6502

    William Gates

    Oct 26, 2007
    This is an Eddie Cue vanity project, isn't it? Would Durant be getting this show if he weren't on the Warriors?
  3. jtrenthacker macrumors regular

    Apr 12, 2012
  4. ItWasNotMe macrumors 6502

    Dec 1, 2012
    Opportunity here for some product placement...

    Current Mac Mini is about the right vintage for him in his youth (given he is now 29)
  5. nburwell macrumors 601


    May 6, 2008
    Maybe it's just me, but the rumors thus far of shows that Apple is working on just don't seem that interesting. Apple certainly has their work cut out for them to try and pull my attention away from Netflix and Amazon Prime original programming.
  6. Avieshek Suspended


    Dec 7, 2013
    When you have trillion dollars lying around.
  7. The Game 161 macrumors P6

    The Game 161

    Dec 15, 2010
    so KD is getting the money he missed out on in free-agency by doing this
  8. thelonelylimo macrumors 6502


    Oct 23, 2010
    Columbus, Ohio
    I'm not really one for sports but whatever motivates Apple to take TV content/media seriously I'm cool with.
  9. turbineseaplane macrumors 68040


    Mar 19, 2008
    Apple...Please stop this stuff.
    Focus on what you're actually good at.
  10. Vjosullivan macrumors 6502


    Oct 21, 2013
  11. craigmak macrumors member

    Jan 9, 2017
    Cupcake would be a much better title.
  12. peterh988 macrumors 6502a

    Jun 5, 2011
    They should just buy "Little House on the Prairie" and run it on loop.
  13. adamjackson macrumors 65816

    Jul 9, 2008
    There isn't a single TV show deal I've cared about that is potentially coming to Apple Music...and as a fanboy, this puts me in a really awkward position. I've owned, used, sold or at least experienced everything Apple has made since 1999. Every product I've touched and used a bit from every iPhone, Laptop desktop and even iPod Socks, Mighty Mouse and the shirts, mouse pads and coffee cups they sell in Cupertino.

    Heck, I even was a MobileMe and itools subscriber.....with this new service, traditionally I'd watch everything Apple produced because I love Apple.

    I'm in a tough situation. I basically have to accept that Apple is now doing things that have zero appeal to me and I have to emotionally check out from that. I know new Apple customers don't have that same experience but anyone that's been around long enough to go to 5+ years of Macworld, join a Mac User Group or camp out for Mac OS releases knows that it's a weird feeling when you're no longer the target demographic. Apple the media company and I are going to be in a strained relationship because they're not making things for me and I need to be okay with that.
  14. truthertech macrumors 65816

    Jun 24, 2016

    Cue is a huge basketball fan, but Durant has his own production company, and plenty of money. He doesn't need Apple to make this happen. Big names, e.g., Ron Howard and Imagine Entertainment are on board.
  15. Labeno macrumors 6502


    Jul 21, 2008
    Slight modification: Awesome. More potentially high cost, award winning, compelling content very few care about.
  16. turbineseaplane macrumors 68040


    Mar 19, 2008
    @adamjackson I hear you man - Same boat here..

    I feel like when Apple dropped the "computer" part from their company name is when the break began in earnest and us long timers are more and more getting left in the past.
  17. Will.O.Bie macrumors 6502


    Aug 29, 2016
    Mos of which will be paid in the EU tax verdict now :p
  18. testcard macrumors 68040


    Apr 13, 2009
    Northumbria, UK
  19. Rogifan macrumors Core


    Nov 14, 2011
    So what is Apple’s involvement in these shows. Are they just funding them or actively involved in development?
  20. truthertech macrumors 65816

    Jun 24, 2016

    When you ask that, the answer is almost always "it is just you." They've got some of the top names in the business working on sci-fi, etc. And Apple is just slowly adding content each month. What most folks don't realize is that Amazon, Netflix, Hulu, HBO, etc., are all essentially just bidding for the same group of producers, directors, actors, etc., to produce content., e.g., Netflix just paid for the American distribution rights to their hit "House of Cards." Apple has the money, and now that they've decided to compete in that arena, the talent to identify good content to bid on. That's why you won't see them buying Netflix as some have suggested. While Netflix is a well run company, with some good "original" content, the vast majority of what they offer is simply content that any company can license, so Apple is much better off not spending $85 billion dollars to buy them. Netflix is precariously perched, similar to Spotify, trapped with a single revenue source, their subscription model, that restricts their ability to raise prices to keep up with ever rising costs, but with huge competitors that can use streaming as an add on or even "loss leader."
  21. SeattleMoose macrumors 68000

    Jul 17, 2009
    Der Wald
    I like Kevin Durant. He has a good attitude about life from everything I've seen. If you are gonna produce "good" content, stay away from trashy personalities (e.g. Kardashians) and the type of shows that feature them.
  22. BootsWalking macrumors 6502a

    Feb 1, 2014
    Swagger - the story of hand-picking your trade to a winning team to "earn" championships.
  23. AlexH macrumors 68020


    Mar 7, 2006
    I’m probably shortsighted, but all I want Apple to do is change the world with magical technology. Make technology that blows me away, changes lives, and makes the world a better place. I want technology that makes life better. Do that. Be that.
  24. cmaier macrumors G4

    Jul 25, 2007
    I want to pitch apple a show about how Siri becomes self aware, starts giving sensible answers to every question, and then sends robot dogs to destroy us all.
  25. jyroflux macrumors member


    Sep 4, 2007
    San Diego

    So much broken Apple software to fix and they waste time and effort on this?

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