Apple original content plans a 'moving target,' may play into new Los Angeles offices

Posted:
in iPod + iTunes + AppleTV
Apple's approach to original video programming is reportedly scattershot, to the point that the company hasn't settled on a focus, or even who will be in charge.




"As of right now, there isn't a structural approach," a source told Mashable. "Theres been a little bit of a moving target as to what exactly their plan is."

Apple executives, including internet content head Eddy Cue, have allegedly been meeting with various people in the film and TV industry, among them executives from Sony TV and Paramount. Sources familiar with the talks, however, commented that it's unclear what Apple is searching for.

"It's not like they are coming to the table saying 'We'd like to go buy six shows this year across three arenas,'" one person said. "It's much more opportunistic, which makes it hard to sell to them."

At March's South by Southwest festival/conference in Austin, Tex., Apple was supposedly planning a panel around its video offerings, but ended up scrapping it before it was even announced.

The company is however said to have recently expanded its Los Angeles real estate, with some sources hinting that the company is planning to accommodate new staff, and possibly even studio space. One new location is in Culver City, which has fueled rumors that Apple might buy nearby Sony Pictures Entertainment, reportedly considering a sale.

Apple is on the verge of debuting two new video offerings on Apple Music -- "Planet of the Apps" and "Carpool Karaoke" -- and is presumably still working on "Vital Signs," a series featuring rapper and Apple employee Dr. Dre.

To draw attention away from other streaming services, though, Apple may need to pursue larger-scale video projects. Indeed in February a report suggested that Apple was once interested in Imagine Entertainment, a production company owned by Ron Howard and Brian Glazer, and considering options like investment, "first look" distribution, or simply buying the studio outright.

Comments

  • Reply 1 of 12
    haarhaar Posts: 541member
    Here is an idea,  partner up with Netflix... (  in secret or otherwise ).
    edited April 20
  • Reply 2 of 12
    Rayz2016Rayz2016 Posts: 1,700member
    Apple's approach to original video programming is reportedly scattershot, to the point that the company hasn't settled on a focus, or even who will be in charge.

    Or it could be that the pundits insist there's no strategy because they don't know what it is 
    edited April 20 StrangeDaysjony0
  • Reply 3 of 12
    rogifan_newrogifan_new Posts: 1,594member
    If Apple isn't clear on what its goals/ambitions are in this space it shouldn't make some major acquisition, especially not to placate Wall Street sell slide analysts.
    toukalejony0
  • Reply 4 of 12
    Rayz2016Rayz2016 Posts: 1,700member
    If Apple isn't clear on what its goals/ambitions are in this space it shouldn't make some major acquisition, especially not to placate Wall Street sell slide analysts.
    Indeed. 
  • Reply 5 of 12
    toukaletoukale Posts: 35member
    If Apple isn't clear on what its goals/ambitions are in this space it shouldn't make some major acquisition, especially not to placate Wall Street sell slide analysts.
    Exactly.  I am just not sure Apple feel like they need to get into original programming to compete.  I don't blame them one bit, Apple needs to take their time and decides if it's something that will pay off for them in the long run.  Over the years, Tim Cook have said they have no problem getting contents and original programming is expensive and will continue to get more expensive.  You need to be in it for the long haul in order to make those kind of investments.  Netflix is spending $6 billion dollars this year alone in original programming.  I cancelled my Netflix subscription simply because there are nothing to watch outside of their original programming.  The Approach I would like Apple to take is to be what Netflix wanted to be but pivoted when the studios wanted to play hardball.  There are just too many things that are not on Netflix to justify the monthly costs for me.
    rogifan_new
  • Reply 6 of 12
    Either they go all in or they don't at all. Threading in the middle is just asking for failure. We all know what happens to half-assed efforts Apple has done in the past.
    ireland
  • Reply 7 of 12
    sog35sog35 Posts: 12,387member
    Apple is going to go BIG in content.

    Mark my words.

    How do I know?

    Because Cook promised to DOUBLE services revenue in 4 years. Mark my words.
  • Reply 8 of 12
    SpamSandwichSpamSandwich Posts: 26,223member
    Keep Eddy Cue out of it. His recent track record has not been very good. In fact, he should retire to Hawai'i already with those shirts.
    edited April 20
  • Reply 9 of 12
    StrangeDaysStrangeDays Posts: 1,382member
    Keep Eddy Cue out of it. His recent track record has not been very good.
    How specifically? I know rumor sites love to attribute anonymous stories to him ("He showed up in sandles!"), but I don't treat any of it as fact -- ever play the telephone game? So from what data do you pull that you can point to that his track record is poor? How do us anonymous readers on a rumors site know his performance better than his actual boss who signs the checks?
  • Reply 10 of 12
    irelandireland Posts: 16,540member
    Lack of leadership in this area is obvious. Cue served his time and made his money; time for a change-up.
    edited April 20 SpamSandwich
  • Reply 11 of 12
    rogifan_newrogifan_new Posts: 1,594member
    ireland said:
    Lack of leadership in this area is obvious. Cue served his time and made his money; time for a change-up.
    The fact that this stuff is leaking makes Apple look bad. I don't want this to be a situation where Apple does something because the company thinks it has to. I'm still convinced the Beats deal was more about Apple leadership feeling pressure to do a deal than it being strategically right for the company. I can think of no one who said gee Apple should buy a headphone company or gee Apple really needs Jimmy Iovine on its leadership team. What has Iovine done that you could say had been beneficial to Apple? Planet of the Apps? Seriously?
  • Reply 12 of 12
    SpamSandwichSpamSandwich Posts: 26,223member
    ireland said:
    Lack of leadership in this area is obvious. Cue served his time and made his money; time for a change-up.
    Time to give Cue the hook.
Sign In or Register to comment.