Apple TV+ is an over-the-top ad-free subscription video on demand web television service of Apple Inc. that debuted on November 1, 2019.[2] It was announced during their March 25 Apple Special Event held at Steve Jobs Theater,[3][4] where celebrities involved with Apple TV+ projects appeared on-stage for the announcement, including Jennifer Aniston, Oprah Winfrey, Steven Spielberg and Jason Momoa.[5][6][7]

Apple TV+
Apple TV Plus Logo.svg
DeveloperApple Inc.
Launch dateNovember 1, 2019; 2 months ago (2019-11-01)[1]
Platform(s)Apple TV app, tv.apple.com
Websiteapple.com/apple-tv-plus/

Apple TV+ content is viewable through Apple's website and through Apple's TV app, which in 2019 expanded its availability to numerous consumer electronics devices, including those of Apple's competitors, with further plans to expand availability to more devices over time.[8][9][6][10][11] However, Apple has created no native app for the Windows and Android platforms, or an official method to stream the content on television-connected Android TV and Chromecast devices, leaving users of those devices to workarounds for viewing Apple TV+.[12][13][14][15]

At debut, Apple TV+ was accessible in about 100 countries and dependent territories, fewer than the early reported target of a global launch in 150 countries,[16][17] and not including a number of the highest population countries in the world, within some of which Apple sells other content generally.[18][19][20] However, commentators note that the fairly wide initial reach of the service will offer it an advantage over other streaming services debuting at approximately the same time in a more limited number of countries, such as Disney+, and that because Apple distributes its own content through the service instead of the third-party licensed content used by more established streaming services like Hulu, it will not be hamstrung by international content licensing issues during global expansion.[21][22][23][24]

Apple TV+, along with the simultaneously announced Apple TV Channels a la carte premium video subscription aggregation service, is part of the company's concerted effort to expand its service revenues by making recurring monthly charge distributed video content available widely to the public.[8][25][26]

HistoryEdit

OriginsEdit

Apple 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.[27][28] 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.[27]

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. So it's an area we're focused on."[29]

StaffingEdit

In June 2017, Apple began to take the first major steps in forming its new television unit by poaching the co-presidents of Sony Pictures Television, Jamie Elricht and Zack van Amburg, to oversee all aspects of worldwide video programming.[28][30] Staff acquisition and financial investments rapidly followed as many additional people were brought onboard.

  • In August 2017, Matt Cherniss was hired as Head of Domestic Creative Development.[31]
  • In October 2017, it was reported that Apple had hired Morgan Wandell, formerly Head of International Productions for Amazon, as Head of International Creative Development.[32] Later that same month, Jay Hunt was tasked to be the European Creative Director of the Worldwide Video Unit.[33]
  • In December 2017, Michelle Lee was hired as a senior creative executive in the Worldwide Video Unit.[34] The same month, Apple hired three more executives to join their Worldwide Video Unit: Tara Sorensen as Head of Children's Programming, Tara Pietri as Head of Legal Affairs, and Carina Walker as an International Development Executive.[35]
  • In January 2018, Dana Tuinier was given the role of Creative Executive in Charge of Comedy for the Worldwide Video Unit.[36]
  • In February 2018, Carol Trussell became Head of Production, Worldwide Video Unit.[37]
  • In March 2018, Angélica Guerra was hired as Head of Latin American programming for the Worldwide Video Unit.[38]
  • In July 2018, Apple hired Joe Oppenheimer as a creative executive on the international creative development team in the Worldwide Video Unit.[39]
  • In December 2018, Apple hired Sony Pictures's Head of Feature Casting Tamara Hunter as the Head of Casting for the Worldwide Video Unit.[40]
  • In April 2019, Apple hired Molly Thompson as Head of Documentaries for the Worldwide Video Unit.[41]

Celebrity content partnerships and programming decisionsEdit

In October 2017, following reports of sexual abuse allegations against producer Harvey Weinstein, Apple announced that they were severing ties with The Weinstein Company and cancelling a planned biopic series about Elvis Presley.[42]

In April 2018, Apple signed Kerry Ehrin to a multi-year deal to produce original content.[43]

In June 2018, Apple signed the Writer's Guild of America's minimum basic agreement and Oprah Winfrey to a multi-year content partnership.[44][45] That same month, Apple announced that they given a multi-series order to Sesame Workshop to produce various live-action and animated series as well as a single puppet-based series.[46]

In September 2018, it was reported that Apple had decided to shelve Vital Signs, a six-episode biopic television series centering on the life of hip-hop producer and performer Dr. Dre and starring Ian McShane, Sam Rockwell, and Michael K. Williams, due to concerns about the show's content being too graphic with moments cited including characters using cocaine, instances of gun violence, and an explicit orgy scene. Reports further indicated that Apple CEO Tim Cook was taking a hands-on approach in regards to the company's Worldwide Video Unit with programming decisions reportedly being aligned to Cook's personal tastes, with a preference for family-friendly shows. Various programs in different stages of production have apparently had their content altered including the toning down of the Reese Witherspoon and Jennifer Aniston morning show drama series and the removal of crucifixes from a scene in the M. Night Shyamalan drama series. Additionally, Apple reportedly passed on a television series from comedian Whitney Cummings about the #MeToo movement because it was "too sensitive a topic."[47][48][49] The Cummings series was ultimately put into development by Amazon Video in October 2018.[50]

In November 2018, Apple entered into a multi-year agreement with entertainment company A24 to produce a slate of original films in partnership with their Worldwide Video Unit.[51]

That same month, Apple signed a deal with DHX Media, and its subsidiary Peanuts Worldwide, to develop and produce original programs, including new series, specials and shorts based on the Peanuts characters created by Charles M. Schulz. One of the first productions created through the deal was an original short-form, STEM-related series featuring astronaut Snoopy.[52] Also that month, Apple signed Justin Lin, and his production company Perfect Storm Entertainment, to a multi-year overall deal to produce original television content.[53]

In January 2019, Apple signed Jason Katims, and his production company True Jack Productions, to a multi-year overall production and development deal to produce original television content.[54] That same month, Apple signed a first look deal with Imagine Documentaries to develop non-fiction features and series.[55] In February 2019, Harpo Productions hired Terry Wood as executive Vice President in which Wood will oversee Harpo's production of original programming for Apple as part of the multi-year agreement between Oprah Winfrey and Apple.[56] In March 2019, it was reported that five television series commissioned by Apple had finished filming and six series would finish filming in the next few months. Furthermore, it was revealed that the crucifixes in the untitled M. Night Shyamalan series would remain.[57]

On April 10, 2019, Prince Harry, Duke of Sussex, announced on Instagram that he was working alongside Winfrey on the mental health documentary series as a co-creator and executive producer.[58]

In January 2020, Apple signed a five-year production deal with Richard Plepler, the former CEO and chairmen of HBO. Under the production deal, Plepler's production company Eden Productions will create television series, documentaries and feature films exclusively for Apple TV+.[59] Also in January 2020, Apple signed a multi-year deal with Lee Eisenberg, ahead of the premiere of his series Little America, as well as another multi-year deal with Julia Louis-Dreyfus. Louis-Dreyfus is set to develop new projects as both executive producer and star.[60][61]

Technical details reportingEdit

In May 2018, it was reported that Apple was expected to start a sister project to its original content service, and begin selling subscriptions to certain video services directly via its TV application on iOS and tvOS, rather than asking Apple device owners to subscribe to those services through applications individually downloaded from Apple's application store.[62]

In October 2018, it was reported that Apple would be distributing their future original content through a still-in-development digital video service to be located within their TV application that is pre-installed in all iOS and tvOS devices. The service was expected to feature both original content, free to owners of Apple devices, as well as subscription "channels" from legacy media companies such as HBO and Starz, which would allow customers to sign up for online-only services.[63] Later that month, it was further reported that Apple intended to roll out the service in the United States during the first half of 2019 and that it would expand its availability to around 100 countries in the months following its initial launch.[64]

Announcement detailsEdit

On March 25, 2019, Apple held a press event to announce Apple TV+. At the event, Apple showed a teaser of its upcoming original content and formally announced some of its content with actors and producers attached to the content attending the event. Furthermore, Helpsters, the first series from Sesame Workshop (which also produces Sesame Street), was announced, and Oprah Winfrey announced her first projects for Apple TV+ including a documentary—under the working title Toxic Labor[65]—about workplace sexual harassment, a documentary series about mental health as well as a revival of Oprah's Book Club as a standalone television series.[66][67]

On September 10, 2019, Apple announced at their yearly keynote that Apple TV+ would launch on November 1, 2019, at $4.99 USD a month (with a 1-week free trial) for an account that can be shared with up to six family members. Apple also announced that they would be giving away a year of Apple TV+ for free to anyone who bought a new iPhone, iPad, iPod touch, Mac, or Apple TV beginning that same day.[68] Student subscribers to the monthly Apple Music service at a discounted rate also have Apple TV+ bundled in at no additional cost for the time being.[69]

Growth and impactEdit

On October 17, 2019, Irish telecommunications company eir[70] confirmed it will be the first non-Apple related company to use the Apple TV 4K set-top boxes as its main source of supplying digital television content along with Apple content.

ProgrammingEdit

During the announcement of Apple TV+, Apple announced a number of prominent names of writers, directors, and stars that will be featured in the service. As of March 2019, five of the upcoming series had already completed production, with six more already well into filming.[71]

On September 10, 2019, Apple announced that Apple TV+ would have eight original series (seven scripted and one non-scripted) and one original documentary available at launch, with plans to launch new original content every month thereafter. Most series are expected to launch with three episodes, with a new episode being released weekly thereafter, although Apple has stated that not all series will follow this model and that some series might instead launch all at once.[72]

Early critical reaction to the bulk of the service's programming was mixed to poor, but with commentators predicting that Apple would have time to grow into its new role as a content provider and to produce well-regarded content, especially as the free year of the service provided with many Apple product purchases would entice users to continue watching, and for some to eventually pay for a subscription, as new series are released.[73][74][11]

ReferencesEdit

  1. ^ "Apple Targets Apple TV+ Launch in November, Weighs $9.99 Price After Free Trial". August 19, 2019. Retrieved August 20, 2019.
  2. ^ Kirkland, Justin; Westenfeld, Adrienne; Miller, Matt (November 1, 2019). "Every Debut Apple TV+ Show Ranked From Worst to Best". Esquire. Retrieved November 1, 2019.
  3. ^ Welch, Chris (March 25, 2019). "Apple announces Apple TV Plus video subscription service". The Verge. Retrieved March 25, 2019.
  4. ^ Wakabayashi, Daisuke; Koblin, John (March 25, 2019). "Apple Unveils Video Service With Celebrity Parade but Few Details". The New York Times. Retrieved March 26, 2019.
  5. ^ Desantis, Rachel; Young, Susan (March 25, 2019). "Apple Reveals Apple TV+, with Shows from Oprah Winfrey, Jennifer Aniston & Reese Witherspoon". People. Retrieved March 26, 2019.
  6. ^ a b Baig, Edward C. (March 25, 2019). "Apple goes big on premium services: Apple TV+ streaming, News+, Arcade and new credit card". USA Today. Retrieved March 25, 2019.
  7. ^ Holloway, Daniel (March 25, 2019). "Apple Reveals New TV Streaming Service". Variety. Retrieved March 26, 2019.
  8. ^ a b Greenwald, Will (March 26, 2019). "Apple TV Is the Death of Apple TV". PC Magazine. Retrieved March 26, 2019.
  9. ^ Hiner, Jason (March 25, 2019). "3 ways the new Apple TV services will make cord cutting better". CNET. Retrieved March 26, 2019.
  10. ^ "Apple TV app - Devices". Apple.com. Archived from the original on November 1, 2019. Retrieved November 1, 2019.
  11. ^ a b Travers, Ben (October 29, 2019). "Apple TV+ Original Series: What Those Mixed Reviews Mean For Friday's Launch". IndieWire.
  12. ^ Hall, Stephen (November 4, 2019). "How to watch Apple TV+ on Chromecast and Android TV". 9to5Google. Retrieved November 4, 2019.
  13. ^ Callaham, John (November 1, 2019). "Apple TV Plus: Everything you need to know". Android Authority. Retrieved November 1, 2019.
  14. ^ Parker, Max (November 1, 2019). "Can you watch Apple TV Plus on Android phones and tablets?". Trusted Reviews. Retrieved November 4, 2019.
  15. ^ Butler, Sydney (November 18, 2019). "How to watch Apple TV+ on your Android phone". 9to5Google. Retrieved November 18, 2019.
  16. ^ Gurman, Mark; Sakoui, Anousha; Shaw, Lucas (August 19, 2019). "Apple Targets Apple TV+ Launch in November, Weighs $9.99 Price After Free Trial". Bloomberg.com. Retrieved November 6, 2019.
  17. ^ Anderton, Ethan (September 10, 2019). "Apple TV+ Launch Date Set for November with Lowest Cost of Any Major Streaming Service". SlashFilm. Retrieved November 6, 2019.
  18. ^ Stead, Chris (November 1, 2019). "What countries is Apple TV+ available in?". Finder.com.au. Retrieved November 6, 2019.
  19. ^ "Availability of Apple Media Services". Apple.com. Archived from the original on November 2, 2019. Retrieved November 6, 2019.
  20. ^ Çalışkan, Necdet (September 11, 2019). "Apple TV+ uygulaması Türkiye'de olacak mı?' - Netflix'in rakibi Apple TV+ için Türkiye ilk 107'ye giremedi!" [Will the Apple TV+ application be available in Turkey? - Turkey not among initial 107 countries for debut of Netflix rival Apple TV+]. Habertürk (in Turkish). Retrieved November 6, 2019.
  21. ^ Alvarez, Edgar (September 10, 2019). "Apple can make TV+ ubiquitous through brute force". Engadget. Retrieved November 2, 2019.
  22. ^ Levy, Adam (September 15, 2019). "3 Reasons Apple TV+'s Price Is So Low". The Motley Fool. Retrieved November 6, 2019.
  23. ^ Kafka, Peter (October 31, 2019). "Your guide to Apple TV+, Disney+, and all the other streamers chasing Netflix". Vox.com. Retrieved November 6, 2019.
  24. ^ "Industry reacts to Apple TV+". CSI Magazine. March 26, 2019. Retrieved November 6, 2019.
  25. ^ Lawrence, Dallas (March 26, 2019). "Apple TV's biggest news isn't about content, it's about screens — you can watch anywhere". VentureBeat. Retrieved March 26, 2019.
  26. ^ Pullen, John Patrick (March 24, 2019). "Apple's Two-Word Plan for the Future of the Internet: Subscribe Now". Forbes. Retrieved March 25, 2019.
  27. ^ a b Leswing, Kif (July 28, 2016). "Apple's arrogance is hurting its big TV plans". Business Insider. Retrieved November 1, 2019.
  28. ^ a b Goodman, Tim (June 21, 2017). "Apple and All of Its Money Just Got Real About the TV Business". The Hollywood Reporter. Retrieved November 9, 2019.
  29. ^ Lieberman, David (January 12, 2017). "Apple Looks To Buy Original Programming, But How Much Will It Spend?". Deadline Hollywood. Retrieved November 30, 2017.
  30. ^ Andreeva, Nellie (June 16, 2017). "Apple Taps Sony TV's Zack Van Amburg & Jamie Erlicht As Heads Of Programming". Deadline Hollywood. Retrieved November 30, 2017.
  31. ^ Andreeva, Nellie (August 15, 2017). "Matt Cherniss Joins Apple As Head Of Development For New Programming Unit". Deadline Hollywood. Retrieved November 30, 2017.
  32. ^ Andreeva, Nellie (October 20, 2017). "Amazon's Morgan Wandell Joins Apple As Head Of International TV Development". Deadline Hollywood. Retrieved November 30, 2017.
  33. ^ Andreeva, Nellie (October 25, 2017). "Apple Taps Ex-BBC and Channel 4 Executive Jay Hunt As European Chief". Deadline Hollywood. Retrieved July 7, 2018.
  34. ^ Holloway, Daniel (December 6, 2017). "TV Veteran Michelle Lee Joins Apple Worldwide Video". Variety. Retrieved December 6, 2017.
  35. ^ Chmielewski, Dawn C. (December 21, 2017). "Apple Scoops Up Three Amazon Execs". Deadline Hollywood. Retrieved December 22, 2017.
  36. ^ Andreeva, Nellie (January 26, 2018). "Dana Tuinier Joins Apple As Comedy Executive In Worldwide Video Division". Deadline Hollywood. Retrieved January 27, 2018.
  37. ^ Andreeva, Nellie (February 22, 2018). "Apple Taps Carol Trussell as Head Of Production For Video Programming Unit". Deadline Hollywood. Retrieved February 22, 2018.
  38. ^ Andreeva, Nellie (March 2, 2018). "Apple Taps Sony Pictures TV's Angélica Guerra As head Of Latin America". Deadline Hollywood. Retrieved March 2, 2018.
  39. ^ White, Peter (July 3, 2018). "Apple Bolsters International Content Division With Hire Of Former BBC Films Chief Joe Oppenheimer". Deadline Hollywood. Retrieved July 7, 2018.
  40. ^ Andreeva, Nellie (December 12, 2018). "Apple Taps Sony's Tamara Hunter As Head Of Casting For Worldwide Video". Deadline Hollywood. Retrieved December 13, 2018.
  41. ^ Pedersen, Erik (April 15, 2019). "A&E's Molly Thompson Joins Apple As Head Of Documentaries". Deadline Hollywood. Retrieved April 16, 2019.
  42. ^ Andreeva, Nellie (October 9, 2017). "Apple Kills Deal For TWC Elvis Series In Wake Of Harvey Weinstein Scandal". Deadline Hollywood. Retrieved November 30, 2017.
  43. ^ Andreeva, Nellie (April 4, 2018). "Kerry Ehrin Inks Overall Deal With Apple, Replaces Jay Carson As Showrunner Of Reese Witherspoon-Jennifer Aniston Series". Deadline Hollywood. Retrieved June 15, 2018.
  44. ^ Robb, David (June 7, 2018). "Apple Signs WGA Contract As It Ramps Up Scripted Shows". Deadline Hollywood. Retrieved June 15, 2018.
  45. ^ Andreeva, Nellie (June 15, 2018). "Oprah Winfrey Enters Content Partnership With Apple For Original Programming". Deadline Hollywood. Retrieved June 15, 2018.
  46. ^ Petski, Nellie Andreeva,Denise (June 20, 2018). "Apple Teams With Sesame Workshop On Children's Programming Slate". Deadline Hollywood. Retrieved June 20, 2018.
  47. ^ Mickle, Tripp; Flint, Joe (September 22, 2018). "No Sex Please, We're Apple: iPhone Giant Seeks TV Success on Its Own Terms". The Wall Street Journal. Retrieved September 24, 2018.
  48. ^ Haring, Bruce (September 24, 2018). "Apple Taking Conservative Approach, Rejects Dr. Dre Streaming Series As Too Violent – Report". Deadline Hollywood. Retrieved September 24, 2018.
  49. ^ Hibberd, James (September 24, 2018). "Dr. Dre TV series reportedly dumped by Apple due to orgy scene, drug use". Entertainment Weekly. Retrieved September 24, 2018.
  50. ^ Andreeva, Nellie (October 2, 2018). "#MeToo-Themed College Comedy Series From Whitney Cummings & Lee Daniels In Works At Amazon". Deadline Hollywood. Retrieved October 2, 2018.
  51. ^ Hipes, Patrick; Andreeva, Nellie (November 15, 2018). "Apple Inks Deal With A24 For Multiple Films As Part Of Push Into Movies". Deadline Hollywood. Retrieved November 16, 2018.
  52. ^ Andreeva, Nellie; Petski, Denise (December 14, 2018). "Apple Makes 'Peanuts' Deal; DHX Media To Produce New Series, Specials & Shorts With Classic Characters For Streamer". Deadline Hollywood. Retrieved December 14, 2018.
  53. ^ Petski, Denise (December 17, 2018). "Justin Lin Inks Overall TV Deal With Apple". Deadline Hollywood. Retrieved December 17, 2018.
  54. ^ Andreeva, Nellie (January 16, 2019). "Jason Katims Inks Overall Deal With Apple". Deadline Hollywood. Retrieved January 16, 2019.
  55. ^ Littleton, Cynthia (January 18, 2019). "Imagine's Documentary Arm Sets First-Look Pact With Apple (EXCLUSIVE)". Variety. Retrieved January 18, 2019.
  56. ^ "Oprah Winfrey Finds New Harpo Exec to Lead Apple Push". The Hollywood Reporter. Retrieved February 13, 2019.
  57. ^ Koblin, John (March 17, 2019). "Apple's Big Spending Plan to Challenge Netflix Takes Shape". The New York Times. ISSN 0362-4331. Retrieved March 23, 2019.
  58. ^ "The Duke and Duchess of Sussex on Instagram: "We are excited to announce that The Duke of Sussex and Oprah Winfrey are partners, co-creators and executive producers on their forthcoming…"". Instagram. Retrieved April 10, 2019.
  59. ^ Koblin, John (January 2, 2020). "Apple Deal Returns Former HBO Boss Richard Plepler to Spotlight". The New York Times. ISSN 0362-4331. Retrieved January 10, 2020.
  60. ^ Otterson, Joe; Otterson, Joe (January 14, 2020). "'Little America' Co-Creator Lee Eisenberg Sets Apple Overall Deal". Variety. Retrieved January 14, 2020.
  61. ^ Petski, Nellie Andreeva,Denise; Andreeva, Nellie; Petski, Denise (January 17, 2020). "Julia Louis-Dreyfus Inks Overall Deal With Apple". Deadline. Retrieved January 18, 2020.
  62. ^ Shaw, Lucas; Smith, Gerry; Gurman, Mark (May 9, 2018). "Apple Plans to Sell Video Subscriptions Through TV App". Bloomberg News. Retrieved November 16, 2018.
  63. ^ Sherman, Alex (October 10, 2018). "Apple plans to give away original content for free to device owners". CNBC. Retrieved November 16, 2018.
  64. ^ Toonkel, Jessica (October 23, 2018). "Apple to Launch TV Subscription Service Globally". The Information. Retrieved November 16, 2018.
  65. ^ Watch the Apple Special Event. Apple. 103 minutes in. Retrieved November 14, 2019.
  66. ^ Hipes, Patrick; Hipes, Patrick (March 25, 2019). "Apple Shows Off Original Series For First Time With Sizzle Reel – Watch". Deadline Hollywood. Retrieved March 27, 2019.
  67. ^ Gartenberg, Chaim (March 25, 2019). "Oprah will release two documentaries on Apple TV Plus along with a new book club". The Verge. Retrieved March 27, 2019.
  68. ^ Alexander, Julia (September 10, 2019). "Apple TV+ launches on November 1st for $4.99". The Verge.
  69. ^ Brown, Shelby (October 30, 2019). "Apple TV Plus will be free for students with an Apple Music subscription". CNet. Retrieved November 3, 2019.
  70. ^ Goodbody, Will (October 17, 2019). "Eir launches new TV service with Apple TV". RTÉ News.
  71. ^ Koblin, John (March 17, 2019). "Apple's Big Spending Plan to Challenge Netflix Takes Shape". The New York Times. Retrieved March 26, 2019.
  72. ^ Alexander, Julia (September 10, 2019). "Apple TV Plus launches on November 1st for $4.99". The Verge.
  73. ^ Alexander, Julia (October 31, 2019). "Do Apple TV Plus shows have to be good to succeed?". The Verge. Retrieved November 1, 2019.
  74. ^ Bundel, Ani (November 1, 2019). "Apple TV Plus joins Disney+ in the streaming wars with mediocre shows and lots to prove". NBCNews.com. Retrieved November 1, 2019.

External linksEdit