Apple ’s new streaming service reportedly has a $ 1 billion budget , but apparently it ca n’t buy some mettle . The caller haslong censoredits walled - garden offerings on platform like the App Store , and per a report in theWall Street Journalon Saturday , Apple is still aiming to keep its mental object offerings squeaky clean , with little “ gratuitous sexuality , profanity or violence . ” The desire to keep everything family - friendly is reportedly delaying or interfering with many labor . and the Journal writes that Apple ’s own staff in Los Angeles have begun referring to the cyclosis project as “ expensive NBC . ”
The Journal wrote that CEO Tim Cook in person shot down Apple ’s first written drama Vital Signs , about the living of rose hip - hops big businessman Dr. Dre , after he watched the already - filmed show and was alarmed to see scenes feature cocain utilization , an orgy , and “ drawn guns ” :
It ’s too violent , Mr. Cook secernate Apple Music administrator Jimmy Iovine , said people conversant with Apple ’s entertainment plans . Apple ca n’t show this .
Across Hollywood and inside Apple , the show has become typic of the challenges face by the technology goliath as it pushes into entertainment . Apple earmarked $ 1 billion for Hollywood programming last year . But in the tone chief operating officer Mr. Cook has arrange for it , whatever Apple produces must n’t taint a pristine brand image that has help the company collect 80 % of the net in the ball-shaped smartphone grocery .
( old reputation have indicated that Vital Signs was delayed because Apple and Dre weren’thappy with the qualityof the finished product . )
Unhampered by the need to protect a mainstay product business that wants to remain as uncontroversial as possible , Apple ’s challenger in the streaming arena like Netflix , Amazon , and HBO have all resign grainy content on much fatty product budget . Entertainment does n’t need to be full of blood line sprays and naked bodies to be entertaining , obviously , but the Journal ’s report hint that Apple ’s desire to keep even the sternest of brows unfurrowed has hurt its batting order and could ultimately delay launch day .
Apple has bought “ more than a dozen appearance , favoring broadly likable , home - friendly fare , ” the paper wrote , which include a program about Emily Dickinson , apresumably wholesome“Friday Night Lights - style drama ” on the life of NBA sensation Kevin Durant , an unspecifiedOprah Winfrey broadcast , and something with the God Almighty of Sesame Street . These labor do have some great names attached , but if the listing fire a turn of a oscitancy , no one could find fault the yawner .
According to the Journal , Apple ’s Hollywood executive director squad on the cyclosis project ( Zack Van Amburg and Jamie Erlicht , probably best known for their amour with score drug - warfare show Breaking Bad ) have to “ give considerable time to winning a nod for shows from Mr. Cook and Eddy Cue , a senior vice Chief Executive who oversees services , said someone well - poetize in party moral force . ” That included watering down a show proposal from , um , M. Night Shyamalan , whose post - The 6th good sense calling is not incisively considered edgy , to murder crucifixes :
Messrs. Van Amburg and Erlicht have successfully pushed some edgier shows . Apple ratify a sight for a series made by M. Night Shyamalan about a couple who lose a young child .
Before say yes to that psychological thriller , Apple executive had a asking : Please eliminate the crucifix in the twain ’s house , sound out people working on the undertaking . They say executives made clear they did n’t need evince that speculation into religious subjects or politics . Mr. Shyamalan was n’t available for comment .
… OK .
According to the Journal , Apple also outbid rival for a high-priced ( up to or over $ 12 million an sequence ) dramatic event about a morning news platform starring Jennifer Aniston and Reese Witherspoon . The show is now detain after issue with an executive producer , but also because Apple “ wanted a more pollyannaish show and took exception to some of the humor declare oneself , according to people working on the labor . ” Finally , Apple also find new showrunners for Steven Spielberg ’s Amazing fib after concluding it was too “ dark , ” the paper write .
One ca n’t account for sense of taste ! But show line is n’t really like the App Store or an iPhone commercial message , where Apple ’s priggish attitude at least makes more sense on business terra firma . One key example of Netflix ’s success was that the pullulate data format allowed it to air the variety of content previously relegated to premium cable TV channel like HBO . Narrow sensitiveness — specifically Cook ’s sensitivity , apparently — could mean the deviation between Apple becoming a menace to its streaming challenger or a fizzle . In the latter scenario , wad the new service with other stuff and nonsense like news subscription , as Apple has beenwidely reportedto be planning , is n’t move to turn the tables .
clock time will say !
On the positive side , there ’s no mention that Apple EXEC are interfering with its planned adaptation of Isaac Asimov’sclassic Foundation trilogy , which is long overdue for the Hollywood treatment .
[ Wall Street Journal ]
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