Apple is reportedly investing upwards of $1 billion in its push for original content, and a new report aims to shed some light on what kind of programming it is looking for.
According to Bloomberg, Apple is aiming to get content that is the “opposite of edgy,” with programming that is focused on appealing to a broad audience in genres like comedies and “emotional dramas.” The major pull here is that Apple wants content that it can show in its Apple retail sites without having to worry about any nudity, violence, or other pieces of content it wouldn’t be able to show to crowds in a store.
According to the report, Apple has actually been pitched quite a bit of different shows and more. However, the majority of that programming has been out of Apple’s sought-after wheelhouse. That pitched content apparently included an eight-part horror series from Alfonso Cuarón (Gravity, Children of Men) and starring Casey Affleck (Manchester By The Sea).
“However, Apple isn’t interested in the types of shows that become hits on HBO or Netflix, like Game of Thrones—at least not yet. The company plans to release the first few projects to everyone with an Apple device, potentially via its TV app, and top executives don’t want kids catching a stray nipple. Every show must be suitable for an Apple Store. Instead of the nudity, raw language, and violence that have become staples of many TV shows on cable or streaming services, Apple wants comedies and emotional dramas with broad appeal, such as the NBC hit This Is Us, and family shows like Amazing Stories. People pitching edgier fare, such as an eight-part program produced by Gravity filmmaker Alfonso Cuarón and starring Casey Affleck, have been told as much.”
There are some important changes coming down the pipe, too, based on the report’s information. Apple wants a slate of content to start showing off to the world by sometime in 2019. What’s more, Apple will reportedly not be putting that original programming behind the Apple Music paywall, which Apple will instead use to focus on music-related documentaries and content.
Earlier in October, it was reported that Apple had landed the production rights to a revamped Amazing Stories from Amblin Entertainment and Steven Spielberg.
It will be interesting to see how much content Apple has ready to go by 2019, and if this “non-edgy” approach will work out.