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Apple TV+ reportedly wins 'heated auction' for Colin Farrell show 'Sugar'

Tim Cook on stage presenting Apple TV+
Tim Cook on stage presenting Apple TV+ (Image credit: Apple)

What you need to know

  • Apple TV+ has reportedly signed Sugar from under the nose of Netflix.
  • Sugar will feature superstar Colin Farrell.

Apple's streaming service, Apple TV+, has reportedly won what is described as a "heated auction" for a new show called Sugar, starring Colin Farrell.

According to a Deadline report, Apple TV+ has been able to secure the rights for the show that was potentially set for Netflix.

Apple TV+ won a heated auction for Sugar, the working title for a potential TV series that has Colin Farrell attached to star. It's created by Mark Protosevich, whose feature work includes Thor and I Am Legend. The bidding for the package came down to Apple and Netflix, I hear. They are keeping plot under wraps but it's an LA-set contemporary take on the private detective story.

The report says that Farrell and Protosevich will be executive producers on the project, while Genre Films' Simon Kinberg and Audrey Chon, plus Scott Greenberg are all also involved.

Apple TV+ continues to work to further diversify its content catalog beyond the current hit shows it has leaned on over the last two years. While The Morning Show, Servant, Ted Lasso, and For All Mankind have proven popular, a constant stream of new content is required. Apple TV+ also started from scratch in its attempt to compete with the huge libraries offered by the likes of /netflix and Disney Plus. The constant signing of new shows, documentaries, and movies is definitely a positive for Apple and its customers.

If you want to enjoy Sugar in style, be sure to check out our list of the best Apple TV deals on the market today. It's going to be a while before you can watch the new show of course, but now is as good a time as any to dive into what Apple TV+ already has to offer.

Oliver Haslam
Oliver Haslam

Oliver Haslam has written about Apple and the wider technology business for more than a decade with bylines on How-To Geek, PC Mag, iDownloadBlog, and many more. He has also been published in print for Macworld, including cover stories. At iMore, Oliver is involved in daily news coverage and, not being short of opinions, has been known to 'explain' those thoughts in more detail, too.

Having grown up using PCs and spending far too much money on graphics card and flashy RAM, Oliver switched to the Mac with a G5 iMac and hasn't looked back. Since then he's seen the growth of the smartphone world, backed by iPhone, and new product categories come and go. Current expertise includes iOS, macOS, streaming services, and pretty much anything that has a battery or plugs into a wall. Oliver also covers mobile gaming for iMore, with Apple Arcade a particular focus. He's been gaming since the Atari 2600 days and still struggles to comprehend the fact he can play console quality titles on his pocket computer.