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A few months later, in August 2017, Matt Cherniss was hired as Head of Domestic Creative Development, reporting directly to Van Amburg and Erlicht. In June 2017, Apple began to take the first major steps in forming its new television unit by hiring the co-presidents of Sony Pictures Television, Jamie Elricht and Zack Van Amburg, to oversee all aspects of worldwide video programming.
So it's an area we're focused on." Staffing In October 2016, Apple CEO Tim Cook was reported as saying that television is "of intense interest to me and other people here." He added that Apple has "started focusing on some original content" which he called "a great opportunity for us both from a creation point of view and an ownership point of view.
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Negotiations fell apart over differing views on how to value the content, lack of transparency on details, and the personality of Apple's chief negotiator, Eddy Cue.
2.3 Acquisition of back catalog film and TV contentĪpple had long been rumored to have an interest in beginning a streaming television service, and in 2015 entered into negotiations with various television studios and programmers to aggregate their content for a live-television streaming bundle.2.2 Chronology of celebrity partnerships and other original content and programming decisions.Īpple TV+ (along with the simultaneously announced a-la-carte premium-video subscription aggregation service Apple TV Channels) is part of a concerted effort by Apple to expand its service revenues.
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In the middle of that year, Apple began to license older television programmes and films, attempting to stay competitive with other services, attract and retain a viewership for its original content, and convert into subscribers users who were trialling the service.
īy early 2020, Apple TV+ had poor growth and low subscriber numbers relative to competing services. Commentators noted that the fairly wide initial reach of the service offered Apple an advantage over other recently launched services such as Disney+, and that because Apple distributes its own content through the service instead of distributing licensed third-party content (as, for example, Hulu does) it will not be hamstrung by licensing issues during its expansion. Upon its debut, Apple TV+ was available in about 100 countries, fewer than the reported target of 150, and not including a number of the highest-population countries in the world, where Apple sells other content generally. Access is included in the Apple One subscription bundle. Apple plans to expand the services' availability, and there are workarounds for subscribers whose device is not presently supported. The service can be accessed through Apple's website and through the Apple TV app, which has gradually become available for many Apple devices and some major competing streaming devices, including some smart TV models and video-game consoles. It debuted on November 1, 2019, having been announced during the March 2019 Apple Special Event, where celebrities from Apple TV+ projects appeared on-stage, among them Jennifer Aniston, Oprah Winfrey, Steven Spielberg, and Jason Momoa.
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IOS 10.2 and later, macOS 10.15 Catalina and laterĪpple TV, selected smart TVs, PlayStation, Xbox, Roku, Amazon Fire TV, Chromecast with Google TV, Android TVġ0 million (as of November 1, 2020 )Īpple TV+ is a subscription video on demand streaming television service by Apple Inc.
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