The AppleTV+ Of My Eye
By João Santos
Everyone knows Apple, right? From the widely-loved iPhone to the resourceful MacBook, Apple has made its mark in households across the world. In fact, I wouldn't be surprised if some people are more familiar with Apple technology than the fruit itself.
What brings us here today, however, is the introduction of one of the tech giant’s newest ventures, Apple TV+, which proffers an interesting look into how the juggernaut aims to compete against the likes of Netflix, Disney+ and Amazon in regards to becoming a beloved worldwide streaming platform.
Taking a look into the minds behind it and the exciting content coming this year, will AppleTV+ pip its competitors to the post and become an everyday platform we use to stream our favourite shows?
So, what is AppleTV+?
Launched in November of 2019, AppleTV+ is the tech company’s answer to the streaming boom and has come as the antithesis of its biggest streaming rival, Netflix. That is to say that AppleTV+ aims to focus its attention on ad-free content of the highest quality, as opposed to what some see as Netflix’s lacklustre original content offering.
The relatively new and improved streaming service launched with some heavy-hitters straight from the start, of which, See, the epic drama starring everyone’s favourite Aquaman, Jason Momoa, and Ronald D. Moore’s Sci-Fi drama, For All Mankind, were but a few of the very successful viewing options.
The streaming service made it a quest to bring the highest quality shows to the masses straight from launch, being available in over 100 countries from day one. On top of that, despite Apple’s reputation as a rather pricey manufacturer, its streaming service is surprisingly affordable, with its cost set at $4.99 monthly, a full dollar cheaper than its main rivals in Netflix, Disney+ and Hulu.
“It was important for us to make it easy for everyone to watch across all their favourite screens, so Apple TV+ is the most broadly available Apple service ever from day one,” said Apple’s senior vice president of Internet Software and Services, Eddy Cue.
Moreover, Apple has bundled the streaming platform with many of its other products. So were you to buy, say, an iPad you can get a year of streaming excellence thrown in completely free of charge — I suppose one apple a day keeps the doctor away and your bank account in check.
“The priority is to find innovative content and I’ve been struck by the openness of producers to discuss an array of models.”
The service also gives its users the possibility to enjoy other types of content without ever leaving the digital app under their “Channels” feature which includes services such as HBO and MTV Hits. Furthermore, AppleTV+ also gives its users recommendations of TV shows and movies from over 150 other streaming apps such as Canal+ and PlayStation Vue.
All of these technicalities aside, however, the exciting bit when it comes to AppleTV+ is the way in which they’ve been approaching their rise in the streaming world. In effect, over the past few years, the streaming service has secured an array of talent both in the spotlight and behind the scenes.
Who’s behind AppleTV+’s success?
Ever since its launch, AppleTV+ has brought in indisputable directing and acting talent which is sure to get a big buzz. Amazing Stories, for example, executive produced by two-time Academy Award winner Steven Spielberg, showcases just how far Apple’s reach really goes.
Not only that, but the streaming platform has already announced several high-visibility projects set to come out this year — of which two of the most notable are: Cherry, the fast-paced drama directed by showmen of the year, the Russo brothers, starring Marvel A-lister Tom Holland; and Killer Of The Flower Moon directed by Martin Scorsese and starring Hollywood powerhouses Leonardo DiCaprio and Robert De Niro.
Nonetheless, those behind the scenes are of as much, if not more, importance as the actors themselves in ensuring AppleTV+’s success.
Former Channel 4 chief creative officer, Jay Hunt, is probably one of the most fundamental pieces of the puzzle, having worked just short of two decades in British broadcasting powerhouses Channel 4 and the BBC, supervising widely-beloved shows such as Black Mirror and Sherlock. Hunt’s experience is invaluable to her position as the European Creative Director.
Former BBC Films executive producer, Joe Oppenheimer, known for projects like "I, Daniel Blake," followed in Hunt’s footsteps and joined her team in London several months later in 2018. Likewise, Alison Kirkham who headed up factual commissioning at the BBC, joined Apple’s commissioning team in August last year.
What to expect
Simply put, it’s hard not to expect great things from Apple’s crack at the streaming wars. In effect, its bottomless pockets and supposed willingness to work with already established streaming giants, may propel AppleTV+ to the very top of the tree in the next few years.
“The priority is to find innovative content and I’ve been struck by the openness of producers to discuss an array of models,” said Hunt.
There have, however, been worries about industry pressure when it comes to the managing of talent and creative freedom. In fact, the increased sensibility of today’s society, and therefore increased carefulness of sponsors and advertisers, has it that not all great movies end up having a green light. Nonetheless, if Lee Eisenberg’s Little America is of any reference, it seems as though Apple has not backed down from socially sensitive topics such as racism and intends, indeed, to stick to high-quality content.