Apple’s Original TV Production To Begin Small

Apple Inc. isn't looking to spark a revolution with its foray into original television production, but rather with modest ambitions that seem to belie the ethos of the tech giant.

The company is planning to start with just two shows exclusive to the Apple Music service: "Carpool Karaoke" -- a spinoff of a segment on CBS' "Late, Late Show" that has become a viral sensation -- will debut in April. Apple later will add "Planet of the Apps," a contest-reality show, in which would-be entrepreneurs pitch their concepts for new mobile apps with the hope of winning funding.

Many in the TV industry were expecting the Cupertino company to use its clout to immediately take on the titans of premium TV -- including Netflix, Amazon.com, HBO and Showtime.

But Apple plans to begin with small bites.

"Look, we are just starting out," Eddy Cue, Apple's senior vice president of Internet Software and Services, said Monday night at the Code Media conference in Dana Point, trying to downplay expectations.

"These shows bring something to customers that they haven't been seen before," Cue said. "We are trying to do things that are unique and cultural."

Apple has flirted with the notion of playing a starring role in television several times before, only to retreat in the face of roadblocks or opt for smaller and more surgical moves. The tech company plans to use the original productions as a way to attract and retain users to its Apple Music service.

The TV shows will help differentiate the service from Spotify, Google Music Play and other subscription services. "We think video can be a very important part of Apple Music," Cue said.

Apple, he said, is hoping to field to shows that are relevant to pop culture. The two new shows that will debut this spring are loaded with celebrities: will.i.am, Gwyneth...

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Apple’s Original TV Production To Begin Small

Apple Inc. isn't looking to spark a revolution with its foray into original television production, but rather with modest ambitions that seem to belie the ethos of the tech giant.

The company is planning to start with just two shows exclusive to the Apple Music service: "Carpool Karaoke" -- a spinoff of a segment on CBS' "Late, Late Show" that has become a viral sensation -- will debut in April. Apple later will add "Planet of the Apps," a contest-reality show, in which would-be entrepreneurs pitch their concepts for new mobile apps with the hope of winning funding.

Many in the TV industry were expecting the Cupertino company to use its clout to immediately take on the titans of premium TV -- including Netflix, Amazon.com, HBO and Showtime.

But Apple plans to begin with small bites.

"Look, we are just starting out," Eddy Cue, Apple's senior vice president of Internet Software and Services, said Monday night at the Code Media conference in Dana Point, trying to downplay expectations.

"These shows bring something to customers that they haven't been seen before," Cue said. "We are trying to do things that are unique and cultural."

Apple has flirted with the notion of playing a starring role in television several times before, only to retreat in the face of roadblocks or opt for smaller and more surgical moves. The tech company plans to use the original productions as a way to attract and retain users to its Apple Music service.

The TV shows will help differentiate the service from Spotify, Google Music Play and other subscription services. "We think video can be a very important part of Apple Music," Cue said.

Apple, he said, is hoping to field to shows that are relevant to pop culture. The two new shows that will debut this spring are loaded with celebrities: will.i.am, Gwyneth...

Comments are closed.