Apple is revealing more details about its long-term content goals as it preps the premiere of its first weekly series, “Planet of the Apps.”
Eddy Cue, Apple's senior vice president of internet software and services, speaking at the Recode conference alongside “Planet” producer Ben Silverman, discussed the show’s linear component along with the bonus content Apple is assembling with footage that doesn’t make the cut.
“Planet,” which will debut this spring on Apple Music, is formatted similar to “Shark Tank” and features app developers pitching ideas to a celebrity panel including Jessica Alba, Gwyneth Paltrow and Will.i.am.
The show, along with the upcoming “Carpool Karaoke” spinoff series, marks Apple’s intensifying efforts around original video content for its Apple Music streaming platform.
According to the Wall Street Journal, Apple is already in talks with producers and marketers from studios about licensing series and offering them to customers as part of its $10/month streaming music service.
Apple’s SVOD aspirations, which reportedly won’t approach the scale of giants like Amazon and Netflix, seem to align with Cue’s comments during the lengthy Recode interview.
According to VentureBeat, Cue said Apple isn’t interested in buying mass amounts of content like Netflix and Amazon, but is instead focusing on adding value to its existing platforms through the addition of original content.
“We are trying to do something that’s unique, that takes advantage of our platform and then really brings culture to it, and—right now we think we could do that with partners like Ben. We don’t see that anywhere else,” said Cue, according to VentureBeat.
While Apple’s plans for a live TV service seem to have fizzled, CEO Tim Cook, speaking during Apple’s third-quarter earnings call last year, said his company is still interested in TV.
“I would confirm that television has intense interest with me and many other people here. In terms of owning content and creating content, we have started with focusing on some original content, as you point out,” said Cook, according to a Seeking Alpha transcript. “We've got a few things going there that we've talked about. And I think it's a great opportunity for us both from a creation point of view and an ownership point of view. And so it's an area that we're focused on.”