Before Apple TV+ launched, rumors indicated Apple execs would be heavily involved in the creative process. Through restrictions and micromanaging, top leaders were expected to stifle creators’ freedom. Over five years in, based on new comments from creatives, it seems the opposite might actually be more the norm.
Apple has built an especially strong reputation with Hollywood creatives, per report
In a new wide-ranging piece exploring Apple’s foray into TV content, the LA Times shares quotes from Hollywood creatives about their experiences working with Apple.
Wendy Lee writes at The Los Angeles Times:
The way Apple treats talent has a personalized touch, said creatives who have worked with the company. Tomorrow Studios president Becky Clements said she was “forever grateful” that Apple took a shot on “Physical,” an original series starring Rose Byrne about a 1980s housewife who struggles with an eating disorder and finds strength through aerobics.
“It’s an original piece, which is often a difficult thing to pull off in the marketplace,” Clements said.
Clements credited Apple with supporting the filmmakers and not micromanaging the show, which delved into difficult material.
Similarly, an exec on an upcoming Apple TV+ golf comedy added:
“I think a lot of platforms are supportive of their creators right now, but they may not have the bandwidth to go as deep as Apple can on individual projects because they’re just not doing as many,” said Silverman, chairman and co-CEO of L.A.-based Propagate Content.
Silverman specifically highlights budget approvals that allowed the show to shoot in a desired location. Presumably, he believes other studios may not have approved that expense.
These aren’t entirely new sentiments. Severance’s creative team has stated how supportive Apple was during season 2’s production struggles and delays.
Overall, it seems Apple’s reputation in the creative community is actually very positive among Hollywood players. After five years of Apple TV+, the original rumors about content censorship seem to have been proven mostly wrong.
The one notable exception—at least that’s come out publicly—involved Jon Stewart. Apple reportedly sought to dictate creative direction around topics of AI and China, which ultimately led to the show being canceled.
Apple TV+ is available for $9.99 per month and features hit TV shows and movies like Ted Lasso, Severance, The Morning Show, Silo, and Shrinking. You can also watch free in several ways.
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