Focused on original content
Another obvious way for Apple TV to grow is to increase the number of subscribers. Talking about Warner Bros. Discovery considering saleIt's worth wondering if Apple TV might try to grow through acquisitions. But Screen International executives interviewed seemed focused on adding originals to the Apple TV library. Cue noted that “at least in the time frame that we're thinking about right now, we're not going to license any content or add anything to our service.”
“We create completely original services, rather than relying on pre-existing IP or libraries,” said Jamie Erlicht, co-leader of Apple's worldwide video division.
More specifically, when asked whether Apple might buy Warner Bros., A24 or Disney, Cue said Apple hasn't historically made “many large acquisitions.”
“In general, we're making very few acquisitions outside of Apple TV, so I don't think that's going to happen because we love what we do,” Cue said.
Since its debut in 2019, some have wondered whether Apple TV is a genuine attempt to improve the streaming experience for customers, or whether Apple TV is a “vanity project,” as Screen International put it, or whether the service is simply a tool to entice people to buy other Apple products. Naturally, the executives interviewed said that at the heart of the service is a desire to distribute unique and premium shows and films.
The interview provided insight into how Apple TV management defines the latter. Zach Van Amburg, co-CEO of Apple's global video division, said:
A core tenet of everything Apple does is the idea that humanity should be at the center of everything, from app design to hardware development and everything in between. We're trying to think about this a little deeper.
Our shows and films tend to be about emotions and stakes, even when we're doing comedy.
