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With just over two weeks to go until the launch of Apple TV+, The Hollywood Reporter today shared a deep dive into the service's history. The new report reiterates that the majority of projects coming out of Apple TV+ will reflect Apple's aspirational company brand -- a move that has led to behind-the-scenes drama for shows like Amazing Stories and the shelved Vital Signs.

apple-tv-plus-promo-image.jpg

Despite previous reports, Apple TV+ will not solely focus on family-friendly content; as long as explicit content serves the story, Apple will approve of the project. Still, Apple is steering the platform to be headlined by its so-called aspirational brand identity, putting the brakes on an "edgy, high-concept" version of Amazing Stories in favor of one with an aspirational viewpoint told by Once Upon A Time's Edward Kitsis and Adam Horowitz.

In addition to the $1 billion annual content budget Apple allotted for Apple TV+ (which Apple is believed to have overshot), the company is said to be offering every showrunner and series regular a free Apple product. According to today's report, Apple has dispatched representatives to Apple TV+ show sets to "take orders" regarding which style of iPhone or iPad the crew would like.

As the launch nears, the behind-the-scenes of Apple TV+ has been chaotic, according to multiple sources. Particularly, the company has struggled with arranging early critic and tastemaker screenings, which can help promote early buzz for launch shows like The Morning Show and See. According to one unnamed publicist, Apple is treating the TV+ rollout like a product launch and not a TV service launch, leading to some unrest.

One issue that numerous sources brought up was Apple TV+'s lack of a large back catalog, which will look particularly troublesome for the company alongside Disney+ and its hundreds of hours of TV and movies dating back to the 1930's. As expected, analysts suggest Apple will acquire a content creator to address this issue in the future, suggesting such companies like MGM, Lionsgate, Sony, and A24.

Apple has also begun work on funding its own content through a new "Masters" internal production studio, the first project for which will be a follow-up to HBO's Brand of Brothers and The Pacific series called Masters of the Air. With its own studio, Apple will wholly own all of the shows and movies it creates, instead of having to work with other partners like Amblin Television.

You can read The Hollywood Reporter's full story here: "Inside Apple's Long, Bumpy Road to Hollywood"

Article Link: New Report Dives Into History of Apple TV+ As November 1 Launch Nears
 
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wigby

macrumors 68030
Jun 7, 2007
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So what needs to happen to declare apple tv + a success?
It depends who you ask. Apple critics only care about marketshare which is why they always criticize Apple for their high prices and minority marketshare. If you ask shareholders, they just want massive profits from services. In the end, I suspect Apple will have the final say on if it's a success or not through sheer marketing and will. They will hit 100 million subscribers in about a year which will make it the fastest growing streaming service ever. Of course they will leverage all of their customer loyalty and also give away lots of free subscriptions to all of those new hardware customers too. Some will say it's cheating but Apple's own narratives usually win in the end.
 

ralphabet

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Sep 11, 2015
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Maybe I'm the only one - but I'm disappointed to see so many TV-MA and R. I was actually hoping for more stuff I can watch with my kids. Everyone goes berserk when you mention filtering but I think it would differentiate Apple TV+ from everyone else. Allow parents to cut F-bombs etc.
 
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cardfan

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Mar 23, 2012
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They keep saying a billion potential customers for Apple like its some great thing. But that’s on the small side for this industry. Others like Netflix have billions of potential customers.
 
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Baymowe335

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They keep saying a billion potential customers for Apple like its some great thing. But that’s on the small side for this industry. Others like Netflix have billions of potential customers.
Netflix relies on you coming to them. Apple has over a billion devices with screens and can push their content in a much more integrated way. It’s also cheaper and is now bundled with the sales of new iPhones, of which they sell almost 200M per year.

Netflix also doesn’t have nearly the money Apple does to buy and create content. This is a huge advantage to Apple in the long term.
 

cardfan

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Mar 23, 2012
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Netflix relies on you coming to them. Apple has over a billion devices with screens and can push their content in a much more integrated way. It’s also cheaper and is now bundled with the sales of new iPhones, of which they sell almost 200M per year.

Netflix also doesn’t have nearly the money Apple does to buy and create content. This is a huge advantage to Apple in the long term.

You don’t seem to understand. Netflix (and others) has billions of screens. They have dedicated buttons on most tv remotes.

Apples better be cheaper. It’s 8 lousy shows..lol. 4.99 a month won’t cut it (I can imagine the pain Apple went through knowing they couldn’t charge 9.99). They’ll never break even on it. And Apple isn’t willing to spend what it takes.

I think a better question is whether this will be around in 5 years. And obviously there’s better things Apple could be doing then something way out of their realm of expertise.
 
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Baymowe335

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You don’t seem to understand. Netflix (and others) has billions of screens. They have dedicated buttons on most tv remotes.

Apples better be cheaper. It’s 8 lousy shows..lol. 4.99 a month won’t cut it (I can imagine the pain Apple went through knowing they couldn’t charge 9.99). They’ll never break even on it. And Apple isn’t willing to spend what it takes.

I think a better question is whether this will be around in 5 years. And obviously there’s better things Apple could be doing then something way out of their realm of expertise.
How many shows does Netflix have worth watching? Of those, how many are NOT licensed that could leave like Friends and The Office?

Who cares about dedicated buttons? People own the iPhone, iPad, etc. Netflix can be forgotten about the minute you decide to unsubscribe. They are losing good content left and right and have a stupidly high valuation. The market recognizes the threat and has punished the stock by 30% from highs.

I don’t think you have any idea how far Apple will push their content spend. They already spent $6B, which was almost double HBO and getting close to half of all Netflix.

Apple has $60B in earning power and over $100B in net cash. Netflix had to raise money just this year and has about $1B in earning power.

Disney is going to take a lot of eyeballs away too. They have more money and way better content than Netflix.

You‘ve speculated a hell of a lot and have ignored Apple’s best in world ability to execute strategy. You said they’ll never break even, isn’t willing to spend, and it’s doom in 5 years. Pretty bold, zero facts.
 
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cardfan

macrumors 601
Mar 23, 2012
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How many shows does Netflix have worth watching? Of those, how many are NOT licensed that could leave like Friends and The Office?

Who cares about dedicated buttons? People own the iPhone, iPad, etc. Netflix can be forgotten about the minute you decide to unsubscribe. They are losing good content left and right and have a stupidly high valuation. The market recognizes the threat and has punished the stock by 30% from highs.

I don’t think you have any idea how far Apple will push their content spend. They already spent $6B, which was almost double HBO and getting close to half of all Netflix.

Apple has $60B in earning power and over $100B in net cash. Netflix had to raise money just this year and has about $1B in earning power.

Disney is going to take a lot of eyeballs away too. They have more money and way better content than Netflix.

You‘ve speculated a hell of a lot and have ignored Apple’s best in world ability to execute strategy. You said they’ll never break even, isn’t willing to spend, and it’s doom in 5 years. Pretty bold, zero facts.

You’re the one speculating. From the report it’s been far from a best executed strategy. They’ve gone through show runners. They’ve had conflict. Cost has ballooned on them. Apple even admitted they have no clue. Those are facts. This is best in world ability? Lol

I know you admire Apple but this isn’t the Apple you know. This is keystone cops hour trying to make shows. It’s a joke.

Regardless this whole video venture is irrelevant for apple’s future. It’ll have no material impact and only serves as a sideshow. So there’s really no point in getting too worked up about it. It’s important these few shows are received well for Apple. It’ll make or break apple’s desire to continue with it imo.
 
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Manzzle

macrumors 6502
Jun 11, 2012
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Look what Apple needs on the TV thing is a show that is as popular as Game of Thrones, bloody, sexual and sci-fi.

This whole news reporter type of show with Jennifer is a complete laugh to me.
 

ipponrg

macrumors 68020
Oct 15, 2008
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It’ll make or break apple’s desire to continue with it imo.

I think there is no room for failure here. If it didn’t succeed, Apple will sink money into this for as long as possible because they are going all in.
 

matrix07

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Jun 24, 2010
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You don’t seem to understand. Netflix (and others) has billions of screens. They have dedicated buttons on most tv remotes.

People who’s willing to pay fixed money every month to subscribe for entertainment is a minority of the world population so Netflix having more screen isn’t an advantage. Android having more market share than Apple but Apple still have more revenue from the App Store.
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It’s 8 lousy shows

Where did you watch Apple TV+ 8 shows?
 

TallManNY

macrumors 601
Nov 5, 2007
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Well I read somewhere that costs for shows had reach $6 billion. So that will take a lot of paid subscriptions for a lot of months. I suspect I will subscribe. But mainly just to try it out and then because I suspect at some point I’m going to buy a new iPhone or some other Apple product that means I will get a year of service for free. But boy I’m not sure how Apple is going to make this a viable business. I don’t think Apple can do the cost cutting moves that other studios can do to make a profit. Like I can’t see Apple saving production costs by doing a reality TV show. Or a talk show. Those are the cheap shows to put on the air.

I think this has become just a fun way for Apple executives to hang out with movie stars. And everyone involved knows it doesn’t make financial sense. But as long as no one says anything, they get to continue hanging out with Jennifer Aniston from time to time.
 
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