Source: Christine Romero-Chan / iMore
What you need to know
- Apple is ramping up its original podcast content.
- The company is focused on shows that pair well with an Apple TV+ series.
- Apple is searching for a new head of original podcast programming in order to lead the effort.
In an effort to boost original programming for its podcasting business, Apple is expanding its hunt for exclusive deals with creators. Reported by Bloomberg, the company is focused specifically on content that could pair with its Apple TV+ streaming service.
"The technology giant has begun acquiring two types of original podcasts, according to people familiar with the matter: one category is audio spinoffs of existing movies and programs on its Apple TV+ service, and the other is original programs that could eventually be adapted into future TV+ video content."
In order to build up its original content, Apple is reportedly on the hunt for someone to lead its exclusive podcasting efforts.
"The company is seeking a leader for its original podcast work who would report to Ben Cave, its head of podcasting, said the people, who asked not to be identified because the effort isn't yet public."
Rich Greenfield, an analyst at LightShed Partners, says that Apple's approach to creating a podcast that would be later adapted into a series on Apple TV+, or vice versa, is a new and interesting approach to content creation.
"The audio consumption market, and the ability to use intellectual property to transform into other forms of IP, is really interesting."
Apple is ramping up its podcasting efforts in order to compete with other platforms like Spotify, who just this week announced that it has signed an exclusive, multi-year deal with one of the most popular podcasts of all time, "The Joe Rogan Experience".

Music MiniPlayer brings some 2007 iTunes nostalgia to your modern Mac
Fans of the classic iTunes Mini Player are in for a treat because someone came to our rescue and brought it to the Music app on modern macOS.

Apple begins notifying the winners of its WWDC22 Swift Student Challenge
Apple has begun to email winners of its WWDC22 Swift Student Challenge, with some taking to Twitter to share the news of their success.

Review: Multi-device charging has never looked so good with this power bank
Take the Excitrus Power Bank along when you have a lot of devices on-hand and not enough juice. This battery pack can charge four devices at once, including a MagSafe-compatible iPhone and a MacBook.

Yes, your iPhone 13 Pro can look super cute with the right case
The iPhone 13 Pro's colorways might be neutral, but it can still be an amazing and outfit-enhancing accessory with one of these cases.