Apple Streaming Service Will Be Extremely Family Friendly: No Sex, Violence Or Anything Risqué
By Chris Evangelista/Sept. 25, 2018 1:30 pm EST
Apple wants in on this streaming action, but don’t expect any adult-driven entertainment. A new report in the Wall Street Journal details the lengths Tim Cook and company are going to in order to keep their service very G-rated. Apple’s first scripted drama was supposed to be Vital Signs, a series inspired by the life of Dr. Dre. But after taking one look at the pilot episode, Tim Cook blanched. Per WSJ:
It’s too violent, Mr. Cook told Apple Music executive Jimmy Iovine, said people familiar with Apple’s entertainment plans. Apple can’t show this.
The show, a dark, semi-biographical tale of hip hop artist Dr. Dre, featured characters doing lines of cocaine, an extended orgy in a mansion and drawn guns.
Across Hollywood and inside Apple, the show has become emblematic of the challenges faced by the technology giant as it pushes into entertainment. Apple earmarked $1 billion for Hollywood programming last year. But in the tone CEO Mr. Cook has set for it, whatever Apple produces mustn’t taint a pristine brand image that has helped the company collect 80% of the profits in the global smartphone market.
Sex and violence aren’t the only things Apple is shunning. The service snapped up the rights to a M. Night Shyamalan thriller series, but made a specific request: the series couldn’t feature any shots of crucifixes, nor could it touch on “religious subjects or politics.”
In addition to all this, a comedy series starring Jennifer Aniston and Reese Witherspoon is now delayed because Apple “wanted a more upbeat show and took exception to some of the humor proposed.”
Apple has also brought in a new showrunner for their Amazing Stories reboot, as they found the original showrunner’s ideas “too dark.”
As the WSJ sums it up, “Apple has made clear, say producers and agents, that it wants high-quality shows with stars and broad appeal, but it doesn’t want gratuitous sex, profanity or violence.”
I guess that makes sense, but it also kills almost any enthusiasm I have for Apple’s shows. I don’t need my entertainment to be loaded with sex and violence. But knowing Apple is taking these steps to make their output bland and inoffensive is a bit dispiriting. Maybe I’ll just stick with Netflix.
