Damage Control? Apple sends 'The Morning Show' season 1 to reviewers early

Apple "The Morning Show"
Apple "The Morning Show" (Image credit: Apple TV+)

What you need to know

  • Apple has sent all of "The Morning Show" season one to reviewers.
  • This after the first three episodes were almost universally panned.
  • Apple TV+ went live today.

Apple has seeded reviewers with the first full season of "The Morning Show" just days after the embargo for the first three episodes was lifted, according to The Hollywood Reporter's Lesley Goldberg.

That in itself might not be all that interesting, but Goldberg suggests that the reason for the push of the new episodes is a simple case of Apple going for a spot of "damage control."

Following a raft of poor reviews of the first three episodes of "The Morning Show," it's possible Apple TV+ bosses have given reviewers access to the whole first season for one of a couple of reasons.

  • Either they know the rest of the season is a winner and they want to give reviewers the chance to turn opinion around quickly.
  • Or they know the rest of the season is as bad as the first three episodes and don't want the story hanging around every single week a new episode is released.

Either of those theories works for me and having not yet seen any episodes of "The Morning Show" I plan on reserving judgement for now. I would be lying if I said that it was at the top of the list of shows I'm keen to check out, but you bet I need to see whether it's the train wreck everyone says!

We'll have an iMore review of tons of shows soon, so stay tuned for that.

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.