According to a new report out of Variety, Apple is looking to enter the TV and movie production industry in a way similar to how Netflix has recently done. The report claims that Apple has been looking to hire both actors and directors to create production divisions that would produce exclusive long-form content in-house.
Specific details regarding the idea are unclear at this point as it appears to still be in the early stages of development. Apple could potentially charge a monthly subscription price for access to its in-house content, or it could sell it ala-carte like it currently sells iTunes content. It’s also unclear if Apple plans to focus on producing TV shows, movies, or both. The report cites one high-level executive who claims that Apple is looking to compete directly with Netflix and its original series content with its offerings. Netflix offers both original TV shows and movies, including hits like Unbreakable Kimmy Schmidt and the upcoming Fuller House
Specifically, Apple is said to have made a bid to hire the stars of the BBC series Top Gear, but Amazon won out in the end and secured Jeremy Clarkson, James May and Richard Hammond for its own original content.
The scale of Apple’s ambitions vary depending on whom is asked, but one high-level executive who talked with the company said the goal is to create development and production divisions that would churn out long-form content to stream in a bid to compete with Netflix. Apple is hoping to put a headhunting firm on those hires in the coming months, according to source, with the goal of being in operation next year. Unknown is whether the focus is on TV series, movies–or both.
Apple producing its original content has been something that’s been brought up several times in the past, but with the launch of Beats 1 and the company’s exclusive music offerings, producing in-house video content seems like the logical next step. A job listing earlier this summer suggested that Apple was already producing in-house music videos for Apple Music artists.
This news comes on the heels of Apple’s rumored plans to offer a web cable subscription service, offering a package of channels for a set monthly price. The company is expected to introduce a new Apple TV at an event next month with support for an App Store, gaming, Siri, and much more.
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Not sure I’m a fan of this. One I would prefer apple to be a neutral platform not be in competition with Netflix, Hulu, Amazom etc. and two, I think Apple has enough on its plate already and needs to work on shoring up its foundations first. Apple music and iCloud are not best in class right now. I’d rather Eddy Cue focus on making those better before branching off into original content.
Apple went down hill in the 90s because they did EVERYTHING. It’s starting to happen again. He saved the company by scrapping everything but the iMac. Chill out Apple and focus on your computer and devices.
Hell, iWork is still in Beta on iCloud get that done first.
I think apple is concentrating on their computer and device by making their own media content. They make a fascinating show and they will say “Hey, you wonna see our exclusive shows and movies? Buy one of our product and you will get excess to our content”
Exclusive content was always a powerful way to lure old fan and new commers to buy hardware. (I bought Play station just to play uncharted and last of us which were sony’s exclusive games)
And apple is using this tactic. So, don’t you worry because it is their way to concentrate on their main product, which is their haredwares.
They don’t need to make their own content though. And people hate exclusives. TV can be a compelling device without needing exclusives.
The Variety rumor says Eddy Cue is spearheading this. He’s also the one who pushed for the Beats acquisition and spearheaded Apple Music. He’s also responsible for iCloud. Cook needs to tell him to focus on getting Apple Music right, making iCloud better and more reliable and making Siri a true Google Now and Cortana competitor. If Apple really wants to get into that business then they should spin off Beats into its own company and let Cue run it and then poach someone from Google, Amazon or Microsoft to oversee iCloud, maps and Siri.
To me, it seems that this would be better for a Beats-style subsidiary instead of being done by Apple itself. Although they have the cash to do it, it would really suit them better to have their own people fix up Music and iCloud, while a subsidiary works on this type of stuff, and pushes it to the Apple TV and other devices.
“Hell, iWork is still in Beta on iCloud get that done first.”
Exactly. It seems they forgot about all of the other stuff. iWork, Mac Mini, Display etc..
You weren’t involved with Apple in the 90’s if you’re making this claim.
Apple should buy Warner Brothers
Watch them have their own game for this Apple TV haha.
If Apple is going to back up the truck for someone it should be Jon Stewart. Have Jon head up a new, legitimate, non-political party offiliated news network. Jon would be on air in some capacity. He’s one of the best interviewers in the business. This will draw subscribers (Jon will) and be the springboard to build a network and original programming. Go get Jon.
I love this idea.
or Howard Stern (it’s happening)
SHouldn’t they fix Music first?
Definitely yes because last weeks a vlogger called “FunForLouis” went to Apple HQ for a secret project…
Tragic, since TC took over, all Apple have tried to do is look cool rather than focus on the end user and usability, hence the terrible (finger bone harming) keyboard on the new MacBook failure to introduce a MacBook Air with a Retina display, no speedy affordable Mac Mini, not a single design innovation in the iPhone since the 5s and so. Apple Music itself and the new ad are totally disconnected from a huge part of the demographic, and now they wish to produce content – a major conflict of interests for a company that was originally founded to help people CREATE content. And you can bet the results will be ultra PC gentle left wing rubbish whose agenda is entirely driven by the man at the top. Oh what has happened to my Apple? Return to your roots!
Serious question . Were you drunk while writing this comment?
What the hell means ‘design inovation’? And why do you think recent ad and apple music is disconnected from demographic? And when does apple ever claimed that they will never create their own content?(And seriously what is wrong with building its own content)
Please inform us.
Whenever I’m in a dip I love reading a post like that one. It for sure picks me up again and makes me feel quite normal.
This sounds more like a negotiating tactic than something they really want to do. TV networks playing hardball? “We’ll do it ourselves!”
Except that wouldn’t really give them any leverage. Not until the platform is a juggernaut, that is. How many companies were talking with Netflix and decided to lease their content to them for fear that they would create their own? After it’s an established standard, then yeah, everyone wants to come aboard, but wouldn’t make a very effective posturing move.
Well, Eddie Cue really REALLY loves cars, fast cars, expensive cars, etc. I am sure he wanted Top Gear guys for something with Apple. Maybe a CarsTV channel on the new AppleTV.
Apple should of done this years ago. And been a leader in the field, instead of just following the herd like Amazon.
The richest company in the world, 200 billion on the books and we can’t afford the top gear guys? Something is off
I too find this a little hard to believe, at least how it’s being presented to us now. Though I can definitely imagine Apple is looking to develop certain content that would streamline the experience, much in the same way Apple Music did and is doing.