iTunes Chief Eddy Cue: 'We're All In' on Original Content

Discussion in ' News Discussion' started by MacRumors, Mar 12, 2018.

  1. MacRumors macrumors bot


    Apr 12, 2001

    Apple iTunes music chief Eddy Cue is at the SXSW conference today, where he sat down for an interview with CNN's Dylan Byers to discuss media, entertainment, and why curation matters.

    The major announcement of the event was Apple's pending acquisition of magazine subscription service Texture, which will be integrated into Apple News, but Cue also shared some insight into Apple's original content plans, and much of what he said has been shared on Twitter.

    Image via @JohanTrouve

    According to Cue, Apple News is a unique service because it isn't focused on advertising, so it's not solely providing the news you want to read - it's also sharing news "you should be reading." Cue says Apple can do that because advertising isn't the focus. "We're not trying to get you to read so we can serve you more ads," he said. "We want to give you a bit of serendipity to see all of what's out there," he added.

    On the topic of Apple's content plans, Cue said the company is "all in." "We're completely all in," he said. Apple isn't going to buy a company like Netflix or Disney, though, because the focus is not quantity, it's quality. "You need to have a great story," he said, while also teasing technology that will be a "surprise" to users.

    Apple searched for the right people to run an original content team for two years before finding former Sony executives Zack Van Amburg and Jamie Erlicht. Cue says Apple was after someone who "really knew the business but was also willing to think about it differently." Since hiring Van Amburg and Erlicht last year, Apple has inked deals for more than 10 TV shows, many with high-profile actors, producers, and directors.

    "We're making big investments," said Cue. "Money isn't an issue." Apple's original content team has grown to about 40 people over the course of the last year.

    When asked about sports, Cue said that Apple wants to "augment the experience" rather than own sports content, doing things like sending out notifications when a game stats to enhance the viewing experience. "We think there's a huge opportunity," he said, referring to making sports watching a more interactive experience.

    Cue also shared new details on Apple Music. The subscription service has grown to 38 million subscribers, with more than 8 million people using the trial service.

    Cue commented on the HomePod, which went on sale in February. He said Apple is happy with the initial sales of the device, which is the "best musicologist there is." Cue said Apple is "very proud" of the device.

    Echoing statements Apple CEO Tim Cook has made several times over the course of the past year, Cue said Apple is "very, very optimistic" that AR is going to be huge. It's going to be a mainstream product that everyone uses every day.

    He declined to give specifics on the topic of AR hardware outside of the iPhone, though, citing a desire to continue working at Apple. "I've worked for Apple for almost 30 years and hope to work for Apple for another 20 years, so I'm not going to answer questions on future products," he said.

    Article Link: iTunes Chief Eddy Cue: 'We're All In' on Original Content
  2. Tapiture macrumors 65816


    Oct 1, 2016
    No wonder their content is so bad, Eddy Cue is in charge.
  3. sundog925 macrumors 6502a

    Dec 19, 2011
    The Netflix of Amazon Prime of Hulu of HBO of Vudu (and on and on and on....)
  4. asdavis10 macrumors 6502


    Feb 3, 2008
    I can’t take Apple’s content ambitions seriously as long as Eddy is in charge of it. iTunes and Apple TV have been two of Apple’s worst products/services since Steve passed.
  5. iapplelove macrumors 601


    Nov 22, 2011
    East Coast USA
    “We’re making big investments” and “money is no issue” are the two key points I got out of it.

    They cap R&D we all know that.
  6. djlythium macrumors 6502a


    Jun 11, 2014
  7. DTECHQUE macrumors member

    Oct 3, 2017
    inb4 'Cue needs to be fired! He is a waste of resource! Omg RIP Steve'
  8. OldSchoolMacGuy Suspended


    Jul 10, 2008
    Everyone is all in on original content. Not only is it generally cheaper to produce than to purchase but it gives your platform something that stands out. People won't cancel Netflix if they're hooked on Orange Is The New Black for example.
  9. HiVolt macrumors 6502


    Sep 29, 2008
    Toronto, Canada
    And the other problem is, that Apple's content will only be limited to Apple hardware, unlike every other solution which is multi platform, and integrates perfectly into different mobile, tablet, computer and tv's.
  10. mtneer macrumors 68030


    Sep 15, 2012
    How about Apple just buy Netflix? That can do to Apple's video ambitions, what buying Beats did for Apple's music ambitions.
  11. GrumpyMom macrumors 604


    Sep 11, 2014
    I thought Netflix and Disney offered quality.

    Or so I’ve heard. I don’t watch much tv, just a scattering of DIY shows. Anyway, I’ve heard nice things about Netflix and Disney so what is Eddie talking about?
  12. whooleytoo macrumors 604


    Aug 2, 2002
    Cork, Ireland.
    Is "all in" the 2018 version of "doubling down"?

    (Google searches reveal Apple have been "doubling down" on product secrecy. And security. And Siri. Has not always been turning out that well).
  13. nutjob macrumors 6502a

    Feb 7, 2010
  14. keysofanxiety macrumors G3


    Nov 23, 2011
    I'm happy with the state of Apple in 2018.

    That said, Cue just rubs me the wrong way. I can't exactly say why. Hopefully my instincts aren't reflective of how good a job he does.
  15. Glideslope macrumors 603


    Dec 7, 2007
    A quiet place in NY.
    Then purchase Netflix Ed. Because you sure as hell can't do it. :apple:
  16. Mad Mac Maniac macrumors 601

    Mad Mac Maniac

    Oct 4, 2007
    A little bit of here and a little bit of there.
    Lots of Cue hate around here I see...

    Interesting point about Apple News. I tried it a bit when it first came out, but it never really grabbed me. Anybody around here still use it regularly and what do you like about it?
  17. fairuz macrumors 68000


    Aug 27, 2017
    Silicon Valley
    > the focus is not quantity, it's quality
    Is Carpool Karaoke one of those "quality" shows?
  18. MarkB786 macrumors 6502a

    Sep 20, 2016
    Rocky Mountains, USA
    Confirmed. Apple is out of great ideas and is wandering aimlessly. They're spending too much time peering over the fence of the Apple orchard into their neighbors' lemon tree orchard. Make your orchard the best it can be, Timmy. Don't be distracted.
  19. fairuz macrumors 68000


    Aug 27, 2017
    Silicon Valley
    Yes, and we're going to have a situation that's worse in some ways than cable TV. At least you got the same channels from different cable providers on there, all through one interface.
  20. siddavis macrumors member

    Feb 23, 2009
    Does he have any big "wins" under his leadership? I ask honestly because I can't think of any myself. On the other hand, I can think of low quality rollouts with him at the helm.
  21. soupcan macrumors 6502a


    Nov 21, 2014
    Can they also be all in in stable operating systems and software?
  22. Mac 128 macrumors 603

    Mac 128

    Apr 16, 2015
    Where do you get it's cheaper to produce than to purchase?

    The only justification to produce is to build a library of content you don't have to perpetually license, especially if you have any hits. Otherwise, it's far cheaper to pay a license fee and drop content that isn't performing well. Production is capital intensive and quite expensive, taking many years to recoup that initial investment for the majority of shows, if ever.
  23. cardfan macrumors 68000

    Mar 23, 2012
    Quality content? That's cool and all but so far I haven't seen it or rumors of anything I'd be interested in. Will this content sell more iphones or macs? No? Then why bother. Google already offers 35 a month youtube tv. It's hard to imagine anything from Apple being any better but I'll admit something similar is what I expected already from Apple.

    Work on your software and services Apple and quit this content nonsense.
  24. fairuz macrumors 68000


    Aug 27, 2017
    Silicon Valley
    If that were the case, nobody would produce. A large company like Apple should be able to reach the scale it takes for it to be efficient.
  25. budselectjr macrumors 6502a

    Oct 6, 2009
    How do you even watch their nonsense? Do you need a Apple Music subscription or what?

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