Yep, Apple is the Problem with Apple’s Video Service

Posted on March 5, 2019 by Paul Thurrott in Apple, Music + Videos with 90 Comments

Image credit: Peter Wells

As I predicted, Apple’s “intrusive” executives are slowing down production of the firm’s TV and movie efforts specifically because they will not allow adult content. And by adult content, I don’t mean sex or porn: I mean, content that any reasonable adult would consider compelling.

This is what happens when the nanny state acts as a gate-keeper to the devices it sells to consumers. So not only is Apple working to prevent certain kinds of content from appearing on users’ iPhones and iPads. It is explicitly working to prevent specific content from appearing there.

According to a report in The New York Post, content makers are freaking out over how difficult Apple is to work with, citing its “lack of transparency,” “lack of clarity,” and “intrusive executives,” which, yes, includes the biggest nanny of them all, CEO Tim Cook.

“Tim Cook is giving notes and getting involved,” a producer who has worked with Apple told the publication. One of the CEO’s most repeated notes is “don’t be so mean!,” the source said.

Don’t be so … mean? Oh man.

That Cook is personally involving himself in the production of shows that will air on Apple’s coming video service was confirmed by multiple sources. Cook only wants content that is family friendly, and he refuses to air anything controversial, like content about religion or the negative uses of technology. That Cook is doing this, of course, is perhaps more controversial than the topics he’d prefer to avoid.

“Apple will make only wholesome, G-rated content in a world that is drenched by the R-rated super-hits we see from HBO, Hulu, Netflix, and others,” I noted last month. “Most TV shows don’t fit neatly into the Disney-like Puritan worldview of Tim Cook and today’s Apple.”

I also made another prediction in that post: That Apple, like Microsoft before it, will discover that creating content—as opposed to just distributing it—makes no sense at all for the firm. “It’s just not in Apple’s wheelhouse,” I wrote.

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