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The Watching Hour

by M.G. Siegler

No Sex Please, We’re Apple

Speaking of, here's Tripp Mickle and Joe Flint reporting last year about Apple's foray into the world of film and television -- and their apparent prudishness about fully diving in:

Apple’s venture entails behind-the-scenes drama unusual for the tech company’s typically regimented operations. Apple replaced the person in charge of the Aniston-Witherspoon show, known as the showrunner, before filming. The executive producer’s inexperience was an issue, but Apple also wanted a more upbeat show and took exception to some of the humor proposed, according to people working on the project. The show now is delayed and is having scheduling issues with Ms. Witherspoon, who has other commitments, they said.
Apple also replaced showrunners for a reboot of Steven Spielberg’s anthology "Amazing Stories,” finding the original team’s vision a little dark, said people familiar with that project. Apple’s handful of TV-MA projects include “Shantaram,” about a former heroin addict who smuggles guns to Afghanistan, and a potential show about the late pop star George Michael.

I get that Apple wants to run the Disney playbook, but even Disney doesn't really run that playbook anymore! This sounds disastrous from a creative perspective. Apple is attracting all this talent because money talks, but at the end of the day, money will only go so far if it ends up creating both bad blood and crap content...

Apple’s sensitivity affects how its top Hollywood executives, Zack Van Amburg and Jamie Erlicht, approach their jobs. The duo, who previously shepherded “Breaking Bad” at Sony Pictures, devote considerable time to winning a nod for shows from Mr. Cook and Eddy Cue, a senior vice president who oversees services, said someone well-versed in company dynamics.

I mean. You hired the team that made Breaking Bad.


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