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1. Everything we know so far about Apple’s streaming video service


The launch of Apple’s long-rumored streaming video service is closer than ever. After building an executive team and signing numerous TV shows and movies, Apple is seemingly set to launch its video service in 2019. Here’s everything we know so far about Apple’s streaming service.

Apple’s efforts in streaming video really got started in 2017 when it hired Jamie Ehrlicht and Zack Van Amburg, two veteran Sony Television executives. Ehrlicht and Amburg serve as the co-heads of Apple’s video programming worldwide division and report to Eddy Cue.

While at Sony Television, Ehrlicht and Amburg spearheaded some of the biggest TV shows including Breaking Bad, Better Caul Saul, The Crown, and more.

In addition to Ehrlicht and Amburg, Apple has made numerous other TV hires. Carol Trussell of Gaumont Television joined Apple as its head of production. Apple also hired a Channel 4 TV exec, as well as executives from WGN, Amazon Studios, Universal Television, and more.

What’s notable about these hires is that Apple isn’t trying to launching its streaming service on its own. The company’s first originals, Planet of the Apps and Carpool Karaoke, were developed without veteran TV help and ended up being widely criticized.

By hiring outside executives from such big-name studios, Apple is seemingly signaling that it’s ready to compete with the likes of Netflix and Amazon when it comes to original content and its streaming video service.

Apple has signed dozens of TV shows and movies for its streaming video service. The shows range from sci-fi to comedy to drama and include star-studded casts.

While Netflix original content is notorious for being unapologetically raunchy, Apple is taking a different approach. A pair of reports from Bloomberg and The Wall Street Journal have outlined Apple’s aversion to adult language, violence, and nudity in its TV shows.

According to The WSJ, of the shows Apple is producing, “only a few” will veer into TV-MA territory. Bloomberg, meanwhile, says that Apple wants its TV shows to be “suitable for an Apple Store” and is focusing on “comedies and emotional dramas” similar to what you might see on NBC.

So what TV shows can we expect from Apple? Quite a few of them. One of Apple’s flagship TV shows will star Jennifer Aniston, Reese Witherspoon, and Steve Carell. The drama will center around a morning show and offer a look at “the lives of the people who help America wake up in the morning.” It’s based Brian Stelter’s book “Inside the Cutthroat World of Morning TV.”

Apple is also working closely with Oprah Winfrey on original content for its streaming video service. Last summer, the company announced “a unique, multi-year content partnership” with Winfrey. The press release for this partnership was also one of the clearest indications of Apple’s TV plans:

Apple today announced a unique, multi-year content partnership with Oprah Winfrey, the esteemed producer, actress, talk show host, philanthropist and CEO of OWN. Together, Winfrey and Apple will create original programs that embrace her incomparable ability to connect with audiences around the world.

Apple is also collaborating with Steven Spielberg on a new Amazing Stories sci-fi series. The high-budget show will feature at least 10 episodes and act as a continuation of the anthology of the same name that ran on NBC in the 1980s.

As for movies, Apple’s efforts there aren’t quite as broad as its TV shows. Apple is partnering with film studio A24 to produce original movies. The first collaboration between the two is a film “On the Rocks” starring Bill Murray and Rashida Jones, with Sofia Coppola serving as director and producer.