Apple has been hard at work, trying to break into the world of digital content. The company has started forays into original content, and as per our last reports, was working on an in-house TV app that will come pre-installed within its devices. According to new reports that have emerged on the topic, Apple original video content will be free for people using iPad, iPhones, or Apple TVs.
So the content available on its “TV” app will be twofold. One, Apple original content that is backed and created by the company itself, and two, content that comes form other sources. Out of these two, the Apple original programs will be free for folks in possession of iPads, iPhones, Apple TVs, or any other devices having an half eaten apple on their back. Content from external sources on the other hand, will need to be subscribed before consumption.
As per the report from CNBC:
Apple is preparing a new digital video service that will marry original content and subscription services from legacy media companies, according to people familiar with the matter. Owners of Apple devices, such as the iPhone, iPad and Apple TV will find the still-in-the-works service in the pre-installed “TV” application, said the people, who asked not to be named because the details of the project are private.
Apple’s approach is rather interesting. By making it’s original content available to effectively everyone who owns its devices, it has given them an incentive to open and spend time with the upcoming TV app. Once they are there, it can easily pitch them paid content from other sources and take a cut of every sale.
As far as Apple original content is concerned, the company has a multiyear deal with Oprah Winfrey in place that involves creating new shows. Also on the drawing table are a couple of children’s shows from the creators of Sesame Street, a Hunger Games-type called See, a show La La Land director Damien Chazelle, a thriller series from M. Night Shyamalan, a space drama from Battlestar Galactica creator Ron Moore, an adaptation of Isaac Asimov’s sci-fi novel Foundation, and a few more besides.
So yes, Apple is investing heavily in creating and distributing original programming. Meanwhile, the leadership at the company is quite keen to make sure that its original content is suitable to be viewed by everyone. Only last month, CEO Tim Cook reportedly stopped work on Vital Signs, after he viewed some of its episodes and discovered scenes that contained drug usage and sex.
Reading between the lines, it seems like the Cupertino giant is focused on creating PG rated content for now. We can assume that this censorship will extend to content from other sources as well. Whether it can gain traction for its new app with selective content that is free, remains to be seen. Of course, the content does not need to remain free forever. Once its app has gained enough traction, it can start billing people for a monthly/yearly subscription that can also get them content from other, external sources. Considering the sort of growth services like Netflix, Hulu and Prime Videos have seen of late, Apple could spin up this service into a very lucrative source of revenue.
