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Apple’s Evolution in the Video Industry


Apple’s introduction to the video industry dates back to 1984, when it aired a groundbreaking commercial during the Super Bowl. The ad featured a female athlete smashing a screen with a mallet to symbolize the Macintosh computer’s arrival. It was an unprecedented move that generated significant attention, cementing Apple as a company willing to take risks.

Fast forward 30 years later, and the tech giant is reportedly preparing to invest $1 billion in new content for its own video service. However, the innovative spirit that once characterized Apple’s products seems to have faded. With an estimated worth of $800 billion, the company now relies on incremental product upgrades to maintain its position in the market.

As the TV industry continues to take bold risks and push boundaries, Apple’s conservative approach might hinder its success in this field.

Bold Moves in Streaming Content

Streaming platforms have become bolder in their content choices, risking offense to challenge societal norms. Netflix, in particular, has garnered a reputation for pushing boundaries with shows such as Orange is the New Black that feature frank depictions of sex and violence.

However, not all countries are receptive to these shows. Some have even restricted young viewers from watching or discussing Netflix’s teen drama 13 Reasons Why due to concerns that it might encourage suicidal thoughts.

Nonetheless, Netflix CEO Reed Hastings has recently urged executives to continue taking risks. “We have to take more risk; you have to try more crazy things,” he said.

Amazon is no stranger to such controversies, either. Its show The Man in the High Castle imagines what would have occurred if the Nazis had emerged victors of World War II.

Compared to its competitors’ aggressive moves, Apple’s first two original video ventures, Carpool Karaoke and Planet of the Apps tech contest show, were largely unremarkable and even promotional in nature.

Taking Risks in Original Content Creation

While not every good show needs to push boundaries, Apple will need to take on new ideas and give significant control to creative people if it wants to compete in the original content arena. The tech giant has announced plans to expand their video content offerings, however, the question remains whether or not they’re willing to take risks in doing so.

As a company known for its clean and polished brand image, Apple may not be ready to risk tarnishing its reputation in the pursuit of boundary-pushing content. However, if they truly want to make a mark in the world of original programming, they’ll need to find a way to balance their reputation with the creative freedom necessary to push the envelope.

Ultimately, it will come down to whether Apple is willing to shake things up in order to make a name for itself in an already crowded marketplace. Only time will tell if the tech giant is up for the challenge.

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