Apple's Services and Programming Director states that the company has introduced quality and quantity thinking in its upcoming Apple TV Plus service. This weekend The Sunday Times published an interview with Eddy Cue, Apple's senior vice president of Internet software and services, talking about what to expect from the upcoming service, which is expected to be released later will be published fall.
The revelation is a rebuke to the Netflix programming model: as much original content as possible is released to attract viewership. In an interview, Cue says that Apple does not create "most" original content for users, but "the best." When asked about the Netflix model, he notes that "there is nothing wrong with this model, but it is not our model.
Apple is a newcomer to the streaming video industry, followed by companies like Amazon, Hulu and Netflix, which have already attracted many loyal users, in part because of their efforts, theirs to produce original content. Other media conglomerates are also on the rise: Disney, NBCUniversal and Warner Bros. have announced their own platforms to be rolled out this year and next.
Cue notes that Apple was not always leading the way in terms of hardware, pointing out that it was not the first to make computers, smartphones or tablets. "We try to be the best, and we do not have to be the first to be the best," he said. He explains that Apple "does not know much about television except that we are big consumers of it," but "find the best people for it." The company brought top Hollywood managers, Jamie Erlicht, and Zack Van Amburg (formerly of Sony) and Jay Hunt (formerly of Channel 4 in the UK) to lead the television program.
Among them, the company has an impressive-looking list of projects with shows by people like J.J. Abrams, Steven Spielberg and Oprah Winfrey. Although Apple's Slate sounds promising, we've just caught a glimpse: a sizzling role during the company's unveiling event and a trailer to Moore's science-fiction show For All Mankind .
The interview revealed a handful of other details about what to expect from the TV service. Apple will apparently publish new content each month, and the first series to come out is likely to be his work drama, The Morning Show, with Reese Witherspoon and Jennifer Aniston. Cue notes that the series will include "real workplace issues" and "very, very good in quality bar". Apple certainly does not produce the same amount of content as its competitors and we have to wait until this fall to see what the quality really is.