Apple TV Plus aiming for top quality content over vast library

Apple the best fruit in the orchard?

by Andy Bassett Jul 1, 2019 at 8:57 PM

  • Movies & TV News

    Apple TV Plus aiming for top quality content over vast library
    In an interview with The Sunday Times which was then picked up by The Verge, Apple’s senior vice president of Internet Software and Services, Eddy Cue emphasised their plans to create only the highest quality shows for the company’s upcoming TV Plus subscription-based streaming service.
    Apple seems serious about this approach too, parading a whole series of Hollywood and TV A-listers (Spielberg! Oprah!) at their launch event for their TV Plus service.

    During the discussion, Cue mentioned at least a couple of times that the company’s strategy for success, in what will be a pretty challenging market, is quality over quantity. He mentioned clearly that Apple might not be ‘creating the most’ content but instead will concentrate on ‘creating the best.’

    When asked about coming to the streaming party somewhat late, his response was “I don’t look at it that way. We weren’t the first smartphone ever made. We weren’t the first computer ever made. We weren’t the first tablet ever made. We try to be the best, and we don’t have to be the first to be the best.”
    And in a nod towards the vast resources at the Cupertino tech giant’s disposal, Cue admitted that any areas lacking in expertise can be remedied by hiring the very best people available.

    “The thing that we’re smart about is when we don’t know about something we want to get into, we go and find the best people for it.”

    To this end, Apple has recruited Jamie Erlicht and Zack Van Amburg formerly of Sony, and Jay Hunt makes his way to the company from the UK’s Channel 4.

    Emphasising this ‘quality over quantity’ approach and how being the first out of the gate is less important than creating something consumers actually want, could be seen as a sideswipe at the (relative) granddaddy of streaming services, Netflix, for whom the ‘throw enough mud at the wall’ doctrine has most definitely worked. Something Cue is happy to acknowledge.

    Their motto is to create a lot of content so there’s always something for you to watch, and it’s working really well. There’s nothing wrong with that model, but it’s not our model.”

    However, Netflix’s dominance occurred before the competition had either welcomed all of its content IP back home or decided to spend huge sums on original programming by extremely talented artists. Most Netflix viewers would probably be happy to admit that its programming can be of variable quality or interest. The Netflix advantage, though, lies in its huge library offering an immediate alternative, something that keeps consumers clicking. Of course, every so often the service hits big with a show like ‘When They See Us,’ which strikes a chord, proving the pearls can still be there in amongst a bed of empty oysters.

    Cue confirmed that Apple will be releasing new films or shows each month, most likely kicking off with The Morning Show a female driven take on the behind the scenes drama of TV starring Reese Witherspoon and Jennifer Aniston, covering “real issues occurring in the workplace.” Cue enthuses, “On the quality bar, it is really, really good.”

    Other shows include Amazing Stories from Steven Spielberg, For All Mankind - an alternative take of the US/USSR space race by Ron (Battlestar Galactica) Moore, a timely look at what it means to be an outsider from Big Sick creator Kumail Nanjiani, and Oprah providing some bespoke material too.

    Only time will tell whether a generation of streaming consumers with twitch fibre attention spans are happy to wait a month for the next assured quality piece of entertainment, but one thing’s for sure, Apple has yet to be proved too far from the mark with their ‘be best, not first’ approach.

    Are you looking forward Apple TV Plus? Will it be an option as you navigate the upcoming streaming choices? Let us know in the discussion thread.

    Source: www.thetimes,,
    Image Source: MacWorld

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