How many times have we heard the phrase “there’s an app for that.” It’s almost a punchline now, but it’s also gotten to the point that it’s very much true. So when Apple started considering what would be the topic of their first original series, it just seemed natural to start with the apps.
“One of the things with the app store that was always great about it was the great ideas that people had to build things and create thing.” – Eddy Cue, Apple’s senior vice president of Internet software and services to the New York Times
The new App TV show isn’t strictly Apple’s first foray into original programming, as Apple has produced several music based programs including a documentary series about the local music scene, and Taylor Swift’s 1989 world tour two years ago, and an interview show that featured stars like Adele. But this new App Show will be Apple’s first attempt at original programming outside of Apple Music content.
“We thought it was perfectly tailored for Apple.” – Eddy Cue
Working with Black Eyed Peas star Will.i.am and established TV execs Ben Silverman (Jane The Virgin, Marco Polo), who pitched the show to Apple executives, and Howard T. Owens (The Biggest Loser, Masterchef), Apple’s first original series will spotlight the impact that the app economy has had in transorfming to what Apple calls the “Post PC Era.
There isn’t much else we know about the show, but it seems to be a non scripted series about app development. With Apple’s focus on apps now for television, rather then hardware like the vaporific Apple Television, it seems to make sense that Cupertino would highlight apps in a series for one of their first projects.
But the question is, will this be a reality-style show about development of apps, or a documentary style series about them? Or an actual dramatic series? I’m not sure, and that’s leading some to think that this could be a marketing ploy more than any viable original series content.
“This doesn’t mean that we are going into a huge amount of movie production or TV production or anything like that.”- Eddy Cue
And you know what? I think I agree with that. The show is not necessarily a brick in Apple’s broader original programming scheme. It seems that the company is wading carefully into the OP niche, looking to see how it’s received. I know that many want to see if Apple will offer their own competing Netflix-like service, but I’m not really sure that’s the goal here.
Apple wants to have content, but it seems that content is only going to serve to drive their clientele to their other services like apps and music. Why? Because there’s no details on subscription rates of an Apple Content service forthcoming. So that leads me to believe that Apple is using this kind of programming more as a marketing tool, rather than a new original programming initiative.
That doesn’t mean that Apple won’t delve into that, there’s talk that they certainly are. But it’s just that it may have to come through evolution, more than through competition. At east until Apple announces more concrete details.
Hat tip: NY Times