When Apple launched its subscription streaming service earlier this year, there was a lot of talk about the content the company was making for the service. Although it had some of the biggest names from the entertainment industry, the catalog of shows revealed weren’t really mind-blowing.
Apple’s streaming service Apple TV+ launches later this year, and the company is working on a bunch of different original shows and movies for the platform. But Apple has something big to worry about: Netflix and its huge catalog of original shows and movies.
Here’s the thing, though: Apple really wants you to believe that the company is taking a different approach to its content than Netflix. Apple’s CEO already said its service can coexist with Netflix, but Apple’s head of Services Eddy Cue said in an interview with The Times that the company’s approach to content is very different.
Apple TV+ will be creating the “best” content, not the “most”. Cue is obviously taking a dig at Netflix here, which is expected to spend a whopping $15 billion on Netflix Originals this year, beating Apple’s $2 billion. “Their [Netflix’s] motto is to create a lot of content so there’s always something for you to watch, and it’s working really well. There’s nothing wrong with that model, but it’s not our model,” Cue said.
Cue specifically talked about Apple’s upcoming The Morning Show, starring Reese Witherspoon and Jennifer Aniston, which is apparently “really, really good” on the quality bar. At the end of the day, though, Netflix already has a really good lineup of popular, quality shows that bring in millions of subscribers, including critically acclaimed shows like Stranger Things, Black Mirror, Narcos, etc.
When Cue was asked about Apple’s lack of expertise in the entertainment industry–something that’s been brought up even before Apple TV+ was a thing–he handled it really well. “That’s a great question, one we asked ourselves too. Look, we don’t know a lot about television other than we are big consumers of it, but that doesn’t quite qualify you as an expert by any means. The thing that we’re smart about is when we don’t know about something we want to get into, we go and find the best people for it,” Cue said, listing all the big names the company has hired to work on its new original content.
There is a lot we still don’t know about Apple TV+, including the pricing. The service is launching this Autumn, and it could either be a huge success or a massive failure. It’s really hard to tell whether anyone will actually subscribe to the service apart from diehard Apple customers. Most consumers already subscribe to things like Netflix, Amazon Prime Video, and Hulu, so whether they really want to add yet another service to that list is a big mystery. That obviously doesn’t only apply to Apple TV+, and it will be a big concern for many other streaming services launching in the near future, including Disney’s own streaming service.