Investment in original content
Apple (AAPL) has been making huge investments in original program offerings, and it plans to allocate more than $4 billion to original content by 2022 compared to $0.5 billion in 2017, according to projections by Loup Ventures. Apple competes with tech giants Netflix (NFLX), Hulu, and Amazon (AMZN) in the online video streaming market. Netflix, Hulu, and Amazon Prime Video are expected to triple their combined investments in original programming by 2022, spending $10 billion annually, according to the Diffusion Group.
Apple’s original content strategy
Apple is reportedly going to be selective with content when it comes to original programming plans. According to a Wall Street Journal report, Apple’s original shows will be family friendly and won’t have “gratuitous sex, profanity, or violence.” Apple CEO Tim Cook has reportedly refused to move forward with a show called Vital Signs about hip-hop artist Dr. Dre’s life, as it contains scenes showing violence, guns, sex, and drug use. The move signals that Apple prefers to deliver family-friendly content.
New shows to debut in 2019
Since last fall, Apple has signed 12 content deals. The company launched its original series last summer with Carpool Karaoke and Planet of the Apps, which were available only to Apple Music subscribers. According to a report, the iPhone maker has plans to unveil some original series and films between March 2019 and summer of the same year.