Apple streamer Apple TV+ has 81 Emmy nominations for 2025, across 14 of its titles. It did it by trusting its talent rather than interfering.
Apple, a company notorious for being risk-averse and a history of doing things its own way, seems to have had a change of heart. That's according to a Reuters report detailing the way Apple TV has wooed Hollywood's biggest names.
The report quotes actors, show creators, and others who all say that Apple's willingness to listen to the pros has been a breath of fresh air. Some, like "Severance" executive producer Ben Stiller, believe that the show couldn't have been made anywhere else.
Stiller believes that Erlicht and Van Amburg, and programming head Matt Cherniss, "got the concept completely". He went on to add that he "I found them to be very deferential to creatives, but also with smart thoughts."
Severance is up for 27 Emmy awards and has proven to be one of the standout Apple TV+ hits.
Seth Rogan, the man behind "The Studio" and "Platonic," pointed to a particular scene that some might have expected to be cut.
"I was really worried that maybe they'd be restrictive," Rogen reportedly said. "And then there's a scene in 'Platonic' where we snort cocaine and ketamine off of an iPhone."
This is partially contrary to claims that Apple wouldn't allow iPhones to be used by certain people in its shows, or perform certain acts with them. For example, "Star Wars" director Rian Johnson previously said that Apple wouldn't let bad guys use iPhones in movies.
Apple TV+ faced an uphill battle when it debuted in 2019, thanks in no small part to its minuscule library compared to the competition. But it's built up a collection of award-winning shows, movies, and documentaries since.
Given the comments of industry leaders like Ben Stiller and Seth Rogan, it isn't a stretch to suggest Apple's willingness to defer to their judgment has helped. While streamers like Netflix release hundreds of shows and have some hits, Apple is the other way around.
It's rare for Apple TV+ to launch a dud at this point. Having the best talent in the business on hand and happy surely doesn't hurt.
The Emmy winners are set to be announced at an event on Sunday, September 15, 2025. All eyes will be on the list of winning titles to see how far Apple's deference to its talent has gotten it in the eyes of the judges.
