Apple appears to be serious about making its own Television shows and other long-form video content. The Information reports the company met earlier this year with former HBO programming head Michael Lombardo.
Lombardo resigned his post as head of programming at HBO early last year to become an independent producer, as he desired a more creative role than the one he held at HBO from 2007 to 2016.
Lombardo would be an excellent candidate to lead the Cupertino firm’s video content development efforts beyond its “Carpool Karaoke” and “Planet of the Apps” initial forays into exclusive content programming.
Apple video efforts are currently being led by executive Jimmy Iovine and SVP of Internet and Software Services Eddy Cue. Cue, in an interview earlier this year, indicated the company has received numerous show pitches, but has been reluctant to act on any unless they align with the company’s – currently unknown – programming strategy.
Cue said later in the interview that Apple is interested in cultivating pop culture via Apple Music, which is where the company’s first two series will be available for viewing. Cue has been quoted as saying the Cupertino firm isn’t looking to compete with Netflix, but it looks as if their video ambitions are larger than just a few folks singing along with the radio in a car.