Original programming has taken a high interest by many companies. Netflix, for example, recently partnered with Shonda Rhimes to a multi-year deal that brings her and her associate to the streaming giant. They will work together to bring more original shows to the streaming platform.
Now it looks like Apple is ready to step into the original programming arena with everyone else. According to a new report from The Wall Street Journal, Apple has set aside $1 billion dollars to put towards the production of original content. The company will “procure and produce content over the next year.”
Apple's marketing strategy is already a strong one. Taking into account the things the company has done right already with its product line and marketing for them, the company making a big footprint in original programming area is not out of the question. Rather, Apple has a chance to become one of the most dangerous original content creators. With a huge treasure chest of money sitting in its pocket, Apple could invest more than a $1 billion, if things really take off.
One of the easy ways out for the company would be to acquire companies such as Netflix or even Hulu, which would help set a good foundation for the company but it doesn't seem like it's interested in doing that. The $1 billion dollars budget will be given to Jamies Erlicht and Zack Van Amburg, individual who are Hollywood veterans. They were poached from Sony Corp by Apple.
According to WSJ, “Apple could acquire and produce as many as 10 television shows, according to the people familiar with the plan, helping fulfill Apple Senior Vice President Eddy Cue’s vision of offering high-quality video—similar to shows such as HBO’s “Game of Thrones”—on the company’s streaming-music service or a new, video-focused service.”
Surely Apple entering the original programming arena will intensify competition. With Netflix and other companies doubling down on their original programming, it will be interesting to see how Apple's investment turns out. Apple hopes to further expand its iTunes and App Store offerings with new additions such as original programming.