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Apple's major expense to challenge Netflix takes shape



With all the new stuff, Apple will turn out, apparently overnight, from a technical giant to a more general business, with a slice of original entertainment offers likely to put it in a showtime, Hulu, or league league. FX. 19659002] Interviews with more than a dozen people who have been in contact with Apple, who all said they could not talk to the public about private discussions, suggest that while manufacturers and stars appreciate having another deeply resolved company to throw, have … well, let's call them worries.

These concerns have arisen from the cultural context that can inevitably arise when a technology company that is accustomed to preserving its business secret becomes involved in the show business, which is on a flow of conversation, much of it equally between us.

Players expect to be held in the loop. But many of those who work with Apple said they've got little or no information on how, exactly, their show will be released. Or even when they will be released, except for a vague assurance of "later this year, likely to fall." They also have no clear idea of ​​Apple's marketing plans for the shows. Or what their colleagues in the newly built Apple stack are up to.

Apple's entertainment team is based in Culver City, California, historically a center of filmmaking. It is led by two former Sony TV leaders, Jamie Erlicht and Zack Van Amburg, led by senior vice president of internet programs and services Eddy Cue. Mr. Cue hired Sony veterans in 2017, after Apple rolled out its first original series, a reality show called "Planet of the Apps", which was a dud. About $ 1 billion was set aside for programming, and they have surpassed that amount now.

While Apple may be a late arrival at the streaming party, the showcase will take place two and a half weeks before Disney is expected to preview items in the new streaming platform, and many months before Warner Media details its version.

Apple's entertainment team has not been completely opaque. It has provided feedback to individuals who are involved in the performances, but it has been tight about the marketing and development plans. The March 25 event may remove Hollywood's concerns, but several people involved in the new programs have interpreted the lack of communication as a sign that it cannot be a clear game plan.


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