People in Hollywood are reportedly unhappy with Apple’s approach to developing original content. They criticized Apple executives, including CEO Tim Cook, for being “intrusive”.
Tim Cook “Giving Notes”
One producer complained to the New York Post that “Tim Cook is giving notes and getting involved.” (Apparently, one of Mr. Cook’s most repeated notes is “don’t be so mean!”) An agent also said that Mr. Cook was “giving feedback” and “very involved.” The Apple CEO appeared on set for the show ‘See’, as well as another starring Reese Witherspoon and Jennifer Aniston.
Apple is expected to launch its challenger to Netflix at an event on March 25th. However, a source said that they thought “people are a little bit irritated because they keep moving the service launch.”
Meanwhile a producer complained that “there is a lack of clarity on what [Apple] want.” They said that the company is “making big changes, firing and hiring new writers” and that “a lot of the product is not as good as they hoped it to be.”
Apple May Need to Give up Some Control
There was always a risk that Apple, a company famous/notorious for its perfectionist approach to its products, was going to clash with similarly strong-willed media executives. We do not yet know how widespread this issue really is – it could just be a couple of disgruntled showrunnners and movie-makers. However, it is a warning sign that if Apple wants to make a real go of original content, it may have to cede some control.