Roger Fingas
Despite a report to the contrary, Apple executives are not taking a hand in sanitizing the initial slate of Apple TV+ shows due this fall, according to software and services VP Eddy Cue.
"I saw the comments that myself and Tim were writing notes on the scripts and whatever," Cue told GQ in an interview. "There's never been one note passed from us on scripts, that I can assure you. We leave the folks who know [what] they're doing [alone]."
In March, the New York Post cited multiple producers as saying Apple executives were sending notes to studios. One of those executives was even said to be CEO Tim Cook, who allegedly used "Don't be so mean!" as his most frequent criticism.
Cook never wrote any such thing, Cue argued to GQ.
"I can assure you that was 100 per cent false," Cue said. "He [Cook] didn't say, 'Don't be so mean.' He didn't say anything about a script."
The VP didn't address another Post accusation, which is that Cook and Apple are blocking stories that portray technology in a negative light. A show like Netflix's popular "Black Mirror," in other words, would be impossible.
Apple is "ultimately trying to create shows for everyone," Cue continued. "So we have shows that are dedicated to small kids. And we have shows that are dedicated to mature adults. So we're going to do a lot of different shows and what we're going to do is hopefully create the best shows on TV."
The executive cited "The Morning Show" — starring Jennifer Aniston, Reese Witherspoon, and Steve Carell — as evidence Apple is willing to allow mature content.
"It's a show about women in the workplace and some of the issues that happen to them are definitely not appropriate for you to watch with an eight-year-old," he said, citing "language" as another thing that makes it adults-only.
Even prior to the Post however reports suggested that Apple will maintain tame standards when it comes to sex and violence. That could make it tougher to compete with the likes of Netflix and HBO, the latter of which is famous — or infamous — for holding back very few punches. Apple is even said to have turned down an eight-part series by Oscar-winning director Alfonso Cuaron.
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Charles Martin
Malcolm Owen
William Gallagher
Christine McKee
Wesley Hilliard
24 Comments
I think too many underestimate the value in Apple’s perspective. There are billions of people who want shows that they can enjoy as a family without exposing their Children to Adult themes, violence and foul language. Steve Jobs recognizes this and the company he shaped, Pixar took the world by storm because it did for animated movies what Apple intends to do for TV
I am not sure what end result anyone think "passing note" server and why people would rumor this happening, If these were true and Cook wrote on scrips, it is easy to prove someone I bet took a picture or notes, and producer and writer were truly upset you know they would have shared the actual notes.
I do have to agree that I am not sure Apple TV service will be successful trying to be tamed. Netflx & HBO content is successful because the jump well over the tamed line. Apple is trying to play in the Disney sand box which I do not think will go well for them.
So the New York Post, a tabloid, had anonymous sources claim one thing. Here we have a top Apple executive, named, say another. I think I know which is more trustworthy.
Will we see all those quick to treat anonymous rumors as facts now retract their judgment and scorn? Nahhh.