Apple to Venture into World of Original Content with New TV Series
It’s been rumored for a while now, but Apple made it official this week—they’re getting into the game of producing original content, a la Netflix, Amazon, and Hulu original programming. And, who’d have guessed, their new show is going to center on the world of apps.
A New York Times report confirmed Apple’s plans to move forward on the project, which will be a nonscripted series produced by two veteran TV industry executives, Ben Silverman and Howard T. Owens. Apple has also wrangled Black Eyed Pea’s lead vocalist Will.i.am for the show.
“One of the things with the app store that was always great about it was the great ideas that people had to build things and create things,” Eddy Cue, senior vice president of Internet software and services at Apple, said in an interview with the Times.
Aside from the fact that Apple plans to create original content, other details about the project are essentially nonexistent. Executives declined to discuss specifics like financing, the title of the show, how many episodes, what the storyline might entail, the length of each episode, or even how people will watch the program—Apple TV, I’d imagine? It’s not even clear if or how the program (or whatever it is) will refer to Apple’s own App Store.
Nevertheless, the project represents Apple’s first effort to produce original content outside of the music category. Previously, the company has been involved with a number of music-related projects including the exclusive release of Taylor Swift’s 1989 world tour, a few exclusive video interviews with artists, as well as a docu-series produced with Vice that focused on the local music scene.
Despite the news falling in line with previous predictions around Apple’s intent to pursue original content, Cue told the Times that this new project did not signal a broader ambition in that regard. “This doesn’t mean that we are going into a huge amount of movie production or TV production or anything like that,” he said, adding that Apple would continue to explore exclusive projects similar to the apps series or with music programming.