Cook strode on stage and told the audience of agents, producers and reporters the grand plan.īut there weren’t trailers for the shows or even pricing. They had come for a victory celebration that had been years in the making. Then, on a beautiful evening in 2019, stars descended on Apple’s new campus. They courted Oprah Winfrey, with Cook providing a private tour of Apple’s campus. They struck a deal for a series called The Morning Show that required committing to pay stars Reese Witherspoon and Jennifer Anniston more than $1m an episode. Apple dug into its deep budget to sign up big-name stars. Then Cook got big names from the world of entertainment on board. He summoned an array of experts to Apple Park in Cupertino and asked them basic questions: what does it cost to make a TV show? How is a show made? How are actors paid? He approved spending $1bn to acquire programming, a fraction of what Netflix spent, but enough to build out a bespoke library. It was best, Cook decided, to go it alone. But they had struggled to integrate large companies into Apple in the past. They had weighed the possibility of a major acquisition of Disney or Time Warner, which owned HBO. The company needed to be precise.Īpple’s leadership discussed the best way to proceed. A lacklustre film or controversial show risked tainting Apple’s profitable business. In the 80s, Coca-Cola sold off its film division, Columbia Pictures, after the movie Ishtar flopped. In 2014, Microsoft closed its offering, Xbox Entertainment Studios, before releasing anything of substance. The entertainment industry has historically humbled big companies. The foray into film had always been a huge gamble. The result was a show that TV critics panned for being “bland, tepid, barely competent.” The harsh reviews were unheard of for a company accustomed to being heralded for perfect products. It followed entrepreneurs building a mobile app and seeking funding from a panel of celebrity judges. Undeterred, Iovine ordered a family-friendly show, Planet of the Apps. Dre when Apple TV+ was launched (Photo: Roy Rochlin/WireImage) Tim Cook refused to screen Iovine’s six-episode show about Dr. Cook told Iovine simply: We’re not making this. There were drugs, guns, and an extended orgy scene. Iovine urged his boss to watch an episode but when Cook screened it, he was alarmed. “They gotta be in the content space.” Eager to show how that would work, Iovine developed a six-episode, semi autobiographical show about Dr. The music mogul tapped into an extensive network of agents and began lobbying Cook to start making TV. Having watched the cartoon Beavis and Butthead turn MTV into a cultural phenomenon, Iovine wondered if a hit show could change its fortunes. Jimmy Iovine, who led the company’s streaming music service, wanted a way to differentiate Apple Music from rival Spotify. Memory loss thriller Surface is utterly forgettable 29 July, 2022 Rafe Spall: 'It's really easy to not grope anyone' 22 July, 2022 If Black Bird were a film, it would be Oscar nominated 08 July, 2022Īpple’s early start in film began at its satellite office in Los Angeles.
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