Apple’s original TV shows are so bland that its own staff have labelled the firm’s billion-dollar (£760 million) Netflix rival as ‘expensive NBC’ – a mocking reference to the channel’s reputation for broad, family-friendly programming.
Company executives, including CEO Tim Cook, have refused to authorise shows with ‘profanity, violence or gratuitous sex’, sources claim.
Vital Signs – a scripted drama about the life of hip-hop artist Dr Dre – has already been shut down by Apple for featuring cocaine use, an orgy, and ‘drawn guns’.
Other big-budget series, including a thriller written by Academy Award-winning director M. Night Shyamalan, have been heavily hampered by the firm’s demands.
The show, which follows a couple who lose a young child, was delayed after Apple executives asked that all crucifixes in the couple’s house be removed.
Sources close to the project said Apple’s desire to keep everything family-friendly could delay the launch of its streaming service, which is due next year.
Apple’s original TV shows are so bland that its own staff have labelled the firm’s billion-dollar (£760 million) Netflix rival ‘expensive NBC’. Company executives, including CEO Tim Cook, have refused to authorise shows with ‘profanity, violence or gratuitous sex’ (file photo)
Speaking to the Wall Street Journal, sources said Cook personally turned down Vital Signs – which was set to be the Cupertino firm’s first original scripted drama.
The 57-year-old CEO told Apple Music executive Jimmy Iovine the show was too violent, said people familiar with the iPhone manufacturer’s entertainment plans.
Previous reports suggested the project was delayed because Apple and Dr Dre were unhappy with the quality of the final product.
According to those familiar with the discussions inside the company, ‘whatever Apple produces mustn’t taint a pristine brand image that has helped the company collect 80 per cent of the profits in the global smartphone market.’
Apple outbid several streaming rivals for a drama starring Jennifer Aniston and Reese Witherspoon, forking out $12 million (£9 million) per episode, the report claims.
However, this programme was also delayed because Apple ‘wanted a more upbeat show and took exception to some of the humour proposed’.
Apple executives also found new showrunners for Amazing Stories, a series produced by Steven Spielberg, after concluding it was ‘too dark’, the paper wrote.
Vital Signs – a scripted drama about the life of hip-hop artist Dr Dre (left; file photo) – has already been shut down by Apple CEO Tim Cook (right) for featuring cocaine use, an orgy, and ‘drawn guns’
Staff have labelled the service ‘expensive NBC’ – a mocking reference to the broadcaster’s reputation for family-friendly programming aimed at a broad audience.
Previous reports suggest Apple planned to launch its streaming service in March 2019.
The company reportedly set aside $1 billion (£0.76 billion) for a lineup of at least 20 original shows.
Apple has long had a reputation for shunning adult content, with the firm enforcing notoriously strict rules in its App Store – prohibiting the sale of iPhone and iPad software that centres around pornographic, violent, or drug-related content.
Many of these apps are available to those aged 18 and over on rival mobile operating systems, including Android.
It was revealed in June that the service could offer Apple fans a one-stop shop to access the company’s back catalogue of content.
Reports suggested the tech firm would combine its music, original TV shows, news and magazine services for its upcoming Netflix-style subscription option.
It’s not yet known exactly when the new service will launch or how much it will cost, but if it is to compete with its rival it is likely to be around $12.99 (£7.99) per month.
The company will also continue to let users sign up for services individually, it was claimed.
Apple outbid several streaming rivals for a drama starring Jennifer Aniston (left) and Reese Witherspoon (right). But this programme was also delayed because Apple ‘wanted a more upbeat show and took exception to some of the humour proposed
The news came from two industry sources familiar with the matter, who spoke to The Information.
According to their claims, the first step will be the launch next year of a digital news subscription service previously leaked in April.
This will then be combined with Apple Music and a Netflix style on-demand and original programming initiative predicted for launch next March.
RBC capital markets analyst Amit Daryanani claimed in a recent research report that bundling Apple’s services in this way would be good news for the company.
The new shows, backed by a budget that is set to top $1 billion (£760 million), could launch sometime between March and summer 2019. Programmes include a new drama series from ‘La La Land’ (pictured) director Damien Chazellae
He predicted it could more than double Apple Music’s subscriber numbers to more than 100 million in the next three years.
In a note to investors, he wrote: ‘We estimate Apple will spend around $1billion+ in financial year 2018 on production/ content that will be released in 2019 and beyond.
‘Assuming original TV content has the potential to accelerate Music paid subscriber growth to 100M+ users in the next three years, we think combination of Music/ original content could represent a $10 to $12billion annual run-rate business.
‘More importantly, this would increase the stickiness of the iOS ecosystem.
‘We estimate Apple has around 40 to 42 million paid Apple Music subscribers, and AAPL is well positioned to increase the number of paid subscriber to 100million+ in next three years.’
In March, news emerged that Apple was making a billion-dollar bet on its own on-demand television service that could launch as soon as 2019.
The company was said to have signed up 12 new shows to the project so far with big stars such as Reese Witherspoon, Jennifer Aniston and Kristen Wiig already on board.
Apple is reportedly reviving Steven Spielberg’s (left) critically acclaimed 1985 anthology series ‘Amazing Stories’ for its new service. Rumours suggest it has also signed off on a new TV show with comedienne Kristen Wiig (right)
The streaming platform, which will rival popular services Netflix and Amazon Prime Video, is backed by a budget that is set to top $1 billion (£760 million) and is predicted to launch in March 2019, according to a new report.
Apple is constructing a 128,000-square-foot (12,000 sq m) headquarters for its new entertainment division, called Apple Worldwide Video, in Culver City, California.
The new team has a workforce of 40 employees, according to reports.
The streaming platform, which will rival popular services Netflix and Amazon Prime Video, is set for release as early as next March, according to reports (stock image)