Apple Takes a Page from Amazon’s Playbook – Barron’s
As Apple makes plans to create its own content, don’t expect a big splash from the country’s largest company. Apple is starting small.
At a Recode event Monday night, the company shared details about two upcoming series that will be available to Apple Music subscribers in the spring. They’re not exactly the kinds of programming you’re seeing from other tech companies, and Apple probably isn’t spending as much money as its rivals.
The first, called “Planet of the Apps,” comes off as a parody of both modern TV and Apple fandom. On the show, app developers compete for mentorship from celebrities, like Will.i.am and Jessica Alba, who have some business experience. The celebs swipe their fingers on iPads — Tinder like — to express their feelings on each app. The initial winners gets move on to compete for venture capital backing.
It sounds like Shark Tank for iOS developers, and Shark Tank has done well for ABC. But Apple is significantly narrowing the audience with its app focus but that might not matter, if the show generates enough buzz among Apple fans.
The other show is a spinoff of “Carpool Karaoke,” the popular segment that started on “The Late Late Show with James Corden.” Clips from Corden’s show have been popular on YouTube, but Apple hopes to claim the audience for itself, as a perk for Apple Music subscribers.
Of course, people aren’t going to pay $10 a month — the cost of an Apple Music membership — for just two shows, but that’s not really the point. For the foreseeable future, Apple’s original content is intended to be a nice add-on that makes Apple Music a bit more appealing in a sea of streaming-music services from the likes of Spotify and Amazon. Apple seems to be taking a page from Amazon, which continues to layer on new services for its Prime subscribers.
Investors don’t hate the news. Apple shares are up 1.2% today, pushing the stock toward a new all-time high.
Big Picture: Apple’s forthcoming original shows are nothing special, but they don’t really need to be.