Apple TV+ executives have had a reputation for micromanaging the folks that produce content for the streaming services, but is it undeserved? A new report from The Los Angeles Times tells the story of how involved Apple executives truly are when it comes to producing the films and series the service offers
Apple TV+ launched in November 2019, and company executives already had several high-profile projects ready for the debut of the streaming service, such as “For All Mankind” and “The Morning Show.” The service has not been hesitant to make deals with high-profile actors, such as Reese Witherspoon and Jennifer Aniston, both of who co-starred in “The Morning Show.”
The service continues to this day to offer high-quality content starring Jon Hamm (Your Friends & Neighbors), as well as Miles Teller and Anya Taylor-Joy, both of whom starred in the well-received “The Gorge” sci-fi/horror/action movie.
Next month, Apple TV+ will its release racing film “F1,” starring Brad Pitt, in theaters, followed later by a run on the streaming service. Comscore analyst Paul Dergarabedian says it’s a “huge movie for Apple.” Apple is obviously hoping the film will perform better than some of its less-than-successful films, which include as Argylle” or “Killers of the Flower Moon.”
Apple’s willingness to provide the big bucks to make quality content has not been lost on content producers, who see Apple as a supportive force.
The article recalls that the Owen Wilson film “Stick” had a large enough budget that it allowed on-location filming in North Carolina, where actual PGA Tour commentators Trevor Immelman and Jim Nantz were able to film appearances. Another fan is Tomorrow Studios president Becky Clements who praised Apple for taking a chance on “Physical,” which starred Rose Byrne as a 19080s woman batlting anorexia and how she improved her life after discovering aerobics. Celements said Apple did not micromanage the series during production.
However, some producers have not always felt that way about the streamer’s executives.
In the early days of the service, Apple gained a reputation for meddling with film and series production. Apple’s meddling is said to have led to the cancellation of “The Problem with Jon Stewart,” with Apple executives attempting to dictate the topics the politically-based show should not touch.
Stewart alleged in April 2024 that Apple told him to cancel an interview with FTC Chair Lina Khan on a podcast. Stewart also claimed that Apple would not allow him to discuss Artificial Intelligence on his show.
While Apple is earning a better reputation with producers, they still like to offer opinions on some production decisions. For example, “The Studio,” star and co-creator Seth Rogen revealed in that Apple executives did criticize some of his decisions during production. Rogen had a list of celebrities that he wanted to make cameos on the show, and Apple doubted celebrities would be willing to make such cameos. (Spoiler: Rogen was able to get the majority of celebrities on his wishlist to make an appearance.)
Apple has long been concerned about how it is perceived in films, even those that weren’t necessarily destined for its streaming service:
“Knives Out” director Rian Johnson, back in 2020 said that Apple, when allowing iPhones to be used in movies, stipulates that bad guys aren’t allowed to use iPhones.
Also another funny thing, I don’t know if I should say this or not… Not cause it’s like lascivious or something, but because it’s going to screw me on the next mystery movie that I write, but forget it, I’ll say it. It’s very interesting.
Apple… they let you use iPhones in movies but — and this is very pivotal if you’re ever watching a mystery movie – bad guys cannot have iPhones on camera.
So oh nooooooo, every single filmmaker that has a bad guy in their movie that’s supposed to be a secret wants to murder me right now.
Apple has long had strict rules as to how its devices are used, portrayed, and photographed. Apple’s trademarks and copyrights guidelines specify that Apple products should only be shown “in the best light, in a manner or context that reflects favorably on the Apple products and on Apple Inc.”
