Apple Explores Producing Original Programming to Compete With Netflix, Amazon

Apple has been exploring the possibility of creating original programming, similar to efforts by Netflix and Amazon, reports Variety.

The company has held preliminary conversations with Hollywood executives to determine their interest in leading efforts to product entertainment content. The unit inquiring reports to Eddy Cue.

The scale of Apple’s ambitions vary depending on whom is asked, but one high-level executive who talked with the company said the goal is to create development and production divisions that would churn out long-form content to stream in a bid to compete with Netflix. Apple is hoping to put a headhunting firm on those hires in the coming months, according to source, with the goal of being in operation next year. Unknown is whether the focus is on TV series, movies — or both.


Some sources described the company's exploration as 'a flirtation' but another pointed to a sign that the company is serious. Apparently, Apple made an unprecedented bid to secure the stars of "Top Gear" when they left their BBC series earlier in the year. However, Amazon won the bidding war for Jeremy Clarkson, James May and Richard Hammond in July.

The timing of this report is interesting considering that Apple is about to launch the first major revamp to its Apple TV in years. The update is said to bring app support but also pave the way for a new subscription based TV service. In addition, the new Apple Music service is dabbling in original content production for audio with the Betas 1 radio program, and for video with Apple's backing of some music videos.

What do you think of Apple producing its own programming for the Apple TV? Let us know in the comments.

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