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Eddy Cue On Originals: ‘We’re Not Trying To Compete With Netflix’

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Eddy Cue On Originals: ‘We’re Not Trying To Compete With Netflix’

Earlier this week, Apple posted a casting call for what was then thought to represent its own forthcoming original TV show: Planet of the Apps.

The posting of the casting drive got a few people thinking that the firm may have future plans to take on the likes of Netflix – by one day offering original programming through an iTunes subscription model, (ala Apple Music).

In an effort to clear confusion surrounding Apple’s recent involvement with shakers and movers in Hollywood, Eddy Cue has spoken exclusively to Hollywood Reporter – an interview in which Apple’s head of content and services clarifies that the company is simply not the business of “trying to create TV shows.”

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Cue noted that if original programming is something which is considered ‘beneficial’ to what Apple is currently doing with its music initiative, (for example), the company may consider getting involved — but highlights that, right now, the firm is more interested in focusing on giving both advice and artistic direction to others that may want to create this type of material, rather than Apple creating it itself.

“[…] we’re not trying to compete with Netflix or compete with Comcast,” the executive added.

Just like the show’s name might suggest, the said to be Apple-influenced “Planet of the Apps” is set to arrive as an unscripted show that will aim to throw light on what it takes to be a successful app developer.

In the creators’ own words:

[We] are teaming up for an unscripted series about the world of apps and the talented people that drive its innovation. They’re looking for developers with the vision to shape the future, solve real problems, and inspire change within our daily lives.

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Executive producers, Ben Silverman, and Howard Owens are teaming up for the original (and unscripted) series – with Silverman stressing that the show will allow the chosen developers to “tell their stories,” as the show explores “how apps are developed, created and incubated.”

While the overall basis for the original show is known, the actual method by which Apple will eventually distribute it remains unclear.

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Will it be an Apple music exclusive? … (we think that is pretty unlikely given the show’s immediate focus on apps, versus music – but who knows?), will the company opt to sell the show episode-by-episode to viewers on iTunes, and perhaps more obviously – Apple TV?

Does Apple have an all-you-can-eat video streaming service further down the pipe, that it’s currently not talking about?

Those are all questions that we’ll just have to wait patiently for the answers to.

In an attempt to merge the worlds of music, design and journalism, Arron is perhaps best known for founding online news brand: RazorianFly; a hobby which grew to attract a monthly audience of 120K.

Today he can be found designing and writing for whilst also managing #THEHOTLIST - a weekly updating playlist of the hottest new artists, now streaming on Apple Music.

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Perhaps best known for founding online news brand RazorianFly, Cheshire digital creative Arron Hirst lives for discovering new artists.
Experimenting in alt-synth vibes through his own side project - STARRHINO, today his focus is rooted in the user's experience.

A weekly updating playlist full of the hottest breaking vibes. Now streaming — Only on MUSIC.

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