What you need to know
- A new report details how Apple tried to "buy its way into Hollywood."
- Apple upset A-list stars because they weren't involved in the Apple TV+ unveiling.
- The company offered almost unlimited budgets initially.
Apple TV+ finally goes live next week after years of rumors on the outside and hard work on the inside. A new report by Bloomberg Businessweek looks into how Apple set about entering the world of Hollywood. And where it struggled to fit in.
Much of what is covered in the piece is information that has already been made available in recent weeks and months, but a refresher never hurts. There are also some nuggets of new information in here, too. Including the fact that Apple upset some of its A-list stars because they weren't involved when Apple TV+ was initially unveilled. Apple TV+ execs Zack Van Amburg and Jamie Erlicht were left to pick up the pieces.
In its attempt to get Apple TV+ off the ground, Apple put some of its billions of dollars to good use. As the report goes, the company offered stars almost unlimited budgets to get shows off the ground. Including huge deals for the likes of Jennifer Aniston and Reese Witherspoon.
In order to make sure everything was as secretive as Apple likes these things to be, TV execs started to use codenames for shows while those working on them were forced to sign nondisclosure agreements before they could see anything relating to their own shows. Things like that, the report notes, aren't the norm in Hollywood.
Despite these trials and tribulations Apple TV+ kicks off on November 1 across more than 100 countries. It'll cost $4.99 per month although anyone buying a new iPhone, iPad, Mac, Apple TV, or iPod touch will receive access for a year absolutely free.
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.
No, Businessweek tries to imply Apple is out of its league. But when you see who they are putting in charge of their Hollywood efforts, you find Apple is far from the characterization of this typical Businessweek hit piece. Try reading Variety and see if you think the same way.
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