Report: Apple TV+ Pivoting Movie Strategy Amid Disappointing Performance

[lovehateapple]

You thought #2 was bad just wait, I believe there's another 4 in the plan. Can't imagine how much of an insufferable person Cameron will be by the time 5 and 6 are out. 😄

Shame because I appreciated his early work and the technologies he helped mature not only with film making but underwater technologies with submersibles during Titanic exploration.

I read Cameron developed five scripts / treatments, but only three have been produced. The studio is waiting to see how they're received before committing to make the fourth and fifth films.

 

[theluggage]

I think the point here is there are many streaming services already out there and with catalogues far greater that anything Apple does that Apple would be best getting out of the business and narrowing their focus to their core competencies, which are software and hardware.

...but software and hardware aren't growth areas - they're becoming increasingly mature and commoditised, and it's hard for Apple - or any phone maker - to persuade people to keep on upgrading to a marginally better camera or brighter screen. It's easy to say that Apple should "create the next iPhone" but what is that? The Watch, the Car, Apple Vision were all attempts to do that, and I don't think their success or failure had anything to do with funds being siphoned off to make Ted Lasso...

The ATV+ TV shows, created for Apple, have had their misses, but they are scoring hits as well.What the original article is talking about is the movies many of which it looks like Apple bought into after or during production, so probably didn't have so much creative control over.

 

[esquared]

Apple TV has produced some quality series, but their films have been consistently poor. CODA was their best (but not an Oscar winner imo). I blame the writing. Talent as a percentage of population doesn't change, and talented writers are even harder to discover. And when you do find one the suits come along and..well, you know the rest.

 

[Chungry]

It's certainly a red ocean strategy. But I enjoy Apple shows and would rather not see them disappear. What does Apple really get out of this? Perhaps they are just spending their leftover cash for tax purposes. Apple TV can lose money if they can save on taxes, perhaps?

I saw people suggesting Apple get into gaming. That would be a bloody knife fight in a small, enclosed space.

Apple fundamentally doesn’t get gaming and never will. I’ve said this for decades and they keep proving me right. Film and TV- Apple is all “oooh artiste are amazing” but games and Apple is all “it’s a cog”
Which, every time they announce some push into gaming or some dev kit I laugh- maybe if you treated studios and producers like the artists they are and made the platform attractive you’d have something. But nah, Steam is an existential threat to Apple I’m sure they are glad Valve isn’t dumping any time into it. Gives Apple more leeway to release 5 year old games we’ve already played on a better or bespoke system fit for that experience.

 

[Jack Burton]

I have the same sense about them. I've heard the creatives love to work with the Apple TV+ team, however, at this point I'm pretty sure that's about the pay check, and in real life, they do have quite tight grip over the creative process. And it shows.
Also if there is a character with 5 year old brandless android phone, it will be the bad guy for sure, at this point that's quite comical.

I just watched an episode of Abbot elementary on Hulu. One of the kids in a class made reference to one punch man - on Hulu, specifically. In the same episode, another character, an adult, said "did you know you can get Hulu without commercials?"

We can't escape the brand synergy and product placement! The modern era of TV is so gross sometimes.

 

[Mr_Ed]

Just because you got a big star name(s) does not mean it is of any good quality.

For most part, Apple has been paying for the marquee name not the substance behind the movies.

Absolutely right. The truth is the launch of AppleTV+ left a bad taste in my mouth for this very reason, and I probably never got over it. Apple went to such lengths to highlight all the “big time” entertainers they would bring on board that I remember thinking their priorities seemed off. I’ve done trials of the service a couple of times, but always found more content to my linking elsewhere.

 

[metkis]

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