A recent report suggested that Apple is looking to make a big push for original TV shows and movies this year as part of an expanded Apple Music service. Details were slim initially but Apple Music head Jimmy Iovine has essentially confirmed the service’s video ambitions. Speaking at the Television Critics Association press tour, Iovine said that the goal at Apple Music is to create “an entire cultural, pop cultural experience, and that happens to include audio and video.”
Iovine’s comments about video shouldn’t be limited to just music videos as one would expect given that Apple Music is primarily a music streaming service. The video ambitions go far beyond just music videos.
The executive hinted that the company is going to consider other types of video programming as well. “If South Park walks into my office, I am not going to say you’re not musicians, you know?,” he was reported as saying, adding that “We’re going to do whatever hits popular culture smack on the nose. We’re going to try.”
Apple has gradually been expanding its interests in the video arena with moves like the acquisition of James Corden’s Carpool Karaoke series. It’s also going to launch a reality-style show called Planet of the Apps in the coming months which will feature big stars like Jessica Alba, will.iam, and Gwyneth Paltrow.
It will certainly be interesting to see how Apple Music embraces video in a bid to differentiate itself from the competition like Spotify which has also started focusing on video content.
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