Apple ramps up original video ambitions

Apple ramps up original video ambitions

Apple's first original series, Planet of the Apps and Carpool Karaoke, both just became available to Apple Music subscribers, and critics' reviews have been mixed.

Impressive as that may sound, Apple still has a lot to prove.

Apple to launch its own video content: Days after Facebook announced its decision to roll out exclusively produced video content through its Watch tab now available to select users in the United States, it has emerged that the Cupertino-based tech giant Apple too is aiming to compete with streaming services and cable companies with original video content. Apple SVP Eddy Cue reportedly aims to offer content that is on par with HBO's Game of Thrones. Comparatively, HBO spent around $2 billion dollars on original content a year ago alone with rumors suggesting that it cost around $10 million dollars too produce a single episode of Game of Thrones for Season 6. Unquestionably, the success of Apple Music is due to the sheer number of people that own an iPhone, and a streaming video service would enjoy a similar advantage.

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In comparison to the budgets of these other companies, $1 billion matches the amount spent by Amazon when it joined the video streaming field in 2013.

Let's see where Apple's decision to produce original content takes them. To put that in context, HBO spent $2 billion on their original series in 2016, so it's a huge sign of intention from Apple.

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The budget, the source added, will be controlled by Jamie Erlicht and Zack Van Amburg, two Hollywood veterans who jumped ship from Sony in June to look after Apple's content acquisition and video strategy. It seems that Apple wishes to change this and to change it pretty soon. Netflix originals such as House of Cards and Orange Is the New Black cost more than $6 million annually. Also with Amazon's Transparent, Patriot and Sneaky Pete. But right now, the market is tough.

Apple is already taking some steps into the arena for producing original and exclusive TV content.

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