January 13, 2017

Is Apple the Future of Original Content?

Apple wants in on Netflix, Amazon, and HBO's party.

Apple, apparently, does not want to be left in the dust. The company hopes to follow in Netflix, Amazon, and HBO's footsteps by creating original content—both television series and movies—by the end of 2017, according to the Wall Street Journal.

While specific details remain unclear, the tech juggernaut is reportedly gearing up to produce "critically-acclaimed programs like Westworld on Time Warner Inc.'s HBO or Stranger Things on Netflix." Apple has already begun recruiting marketing executives at studios and TV networks as part of this new initiative, according to a Journal source.

 "I think it's a great opportunity for us—both from a creation point of view and from an ownership point of view." -Tim Cook

Recently, the company cut original video content deals for Apple Music, its music streaming platform. The slate includes a partnership with CBS for a spinoff of James Corden's Carpool Karaoke and a dark drama from Beats founder Dr. Dre, loosely based on the rap mogul’s life, starring Mo McRae and Sam Rockwell. Additionally, Apple has ordered an unscripted TV show, Planet of the Apps, which will feature aspiring app developers pitching to win venture-capital funding, much like Shark Tank. It will be executive-produced by Gwyneth Paltrow and Jessica Alba, among others.

Apple CEO Tim Cook has publicly announced that the company is interested in boosting original content. "We've got a few things going there that we've talked about," Cook said on an earnings call in October, according to Variety. "And I think it's a great opportunity for us—both from a creation point of view and from an ownership point of view."

Check back later in the year for updates on Apple's original programming strategy.     

Your Comment

11 Comments

Cool... We'll be able to pay monthly fees to see 30-to-120 minute commercials about trendy people using Apple "lifestyle products" as they navigate their richly rewarding and magical lives.

January 13, 2017 at 2:44PM, Edited January 13, 3:40PM

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Zan Shin
183

And I type that from a Mac Pro cylinder surrounded by mucho $$$ worth of Mac products...

January 13, 2017 at 3:42PM

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Zan Shin
183

Another sign that Apple doesn't really seem to care about the Mac anymore. It's all about devices and media for their devices. I'm kinda rooting for a decent Windows machine for video and design to compete at this point.

January 13, 2017 at 3:00PM

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Maybe they'll sell us an app so we can at least watch their content on our old Mac Pro and iMac screens at a reduced rate...

January 13, 2017 at 3:49PM

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Zan Shin
183

Will they force consumers to use their "brave" proprietary headphones in order to watch the content?

January 13, 2017 at 3:00PM

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BD
765

Apple - the mobile phone and content company:)

January 13, 2017 at 4:30PM

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Marek Kremer
Editor & Colorist
161

Sure is a bunch of whining here...lol....The more platforms and money from them chasing content the bigger the pie .... forest for the trees kids, forest for the trees

January 13, 2017 at 5:05PM

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No, just... No!

January 14, 2017 at 6:52PM

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Jorge Díaz Arjona
Producer
147

Will you have to have an Apple device to see it?

January 15, 2017 at 11:51AM

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Richard Krall
richardkrall.com
1494

Apple use to innovate, now they just copy everyone else's ideas

January 19, 2017 at 6:50PM

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This looks like a terrible, panicked idea. Do what you're good at Apple. Let Netflix and others create it. High-end video content is not your business. (But your existing business will suffer for it.)

Oh, yeah, if you can't get a laptop release right, maybe shelve the "car" idea as well. You're not Google either.

January 20, 2017 at 8:55AM

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