Malcolm Owen
Apple's efforts to produce original video content is reportedly being monitored a bit too closely by the company, with comments from executives including CEO Tim Cook said to be causing friction with producers working on shows and films.
The iPhone maker's attempt to join the streaming video market by investing heavily in video production, potentially being revealed later this month, has led to many studios and production companies receiving work on a variety of different projects. However, Apple's tendency to closely manage what is being produced is thought to be irritating producers used to more creative freedom.
Unidentified producers and agents speaking to the New York Post claim Apple is "difficult" to work with, due to a "lack of transparency," "lack of clarity," and the "intrusive" nature of the executive team. One person advised the Apple executives have been "very involved" in the process, noting that writers and directors would rather work without such intrusions.
"Tim Cook is giving notes and getting involved," another producer advised, with others also complaining about the company's issuing of "notes." It is claimed one of Cook's most-often criticism in the notes is "don't be so mean!" possibly in reference to Apple's preference towards family-friendly programming.
As well as the tone of content, Cook is also keen on pro-technology storylines, with proposals about potentially controversial items and the negative consequences of technology being nixed regularly. "They want a positive view of technology," advised one source.
The unknown timing of when the project will launch is also a problem, with a video executive admitting "I think people are a little bit irritated because they keep moving the service launch."
Video executives are also being irked by repeatedly being summoned to Apple's headquarters for approval on technology changes, which pulls them away from working on the shows and films.
"They are making big changes, firing and hiring new writers. There's a lack of clarity on what they want," one producer sums up the experience. "A lot of the product is not as good as they hoped it to be."
While Apple is believed to publicly announce its video project's intentions, which is likely to be a Netflix-style video streaming service of some form, it isn't entirely clear how it will be offered to consumers. There are rumors Apple's own productions will be offered free to anyone with access to the TV app, with Apple profiting by selling access to third-party subscriptions.
The actual launch of the service may not even occur in March, with one report suggesting it could happen in April, though there is also speculation it may not even be ready for the summer, pushing it into the fall.
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45 Comments
Not liking this direction.
Man this sounds like a disaster.
The Apple way works only in so many places. Outside of that it becomes a hindrance to growth and development. We'll see if they're smart enough to learn that before it becomes a mess they can't clean up and they lose the very thing they're trying to achieve. High quality programming.
With all the big opportunities to pursue and weaknesses to correct, tell me Tim Cook is not spending hours of his valuable time reviewing scripts and critiquing video edits
This is actually very discouraging, I don't want to pay for "family friendly" original content. If this is the route all the shows will take I find it really hard to believe I will subscribe to whatever service they come with. The only way would be if its bundled with other things I would use. I love apple and most things it does, but I will admit this sounds like a disaster in the making if they are trying to get in the way of the directors/producers.