The New York Times reports that Apple is finally moving to tread the same path as Netflix and Amazon by producing original video content that will be made available via its Apple Music subscription service.
In other words, its own version of private label.
According to the story, Apple has unveiled plans for two unscripted shows - “Carpool Karaoke,” described as "a spinoff of James Corden’s running sketch on 'The Late Late Show', and “Planet of the Apps,” a reality TV series "about iPhone app developers competing to build the next great app."
"Carpool Karaoke" is scheduled to debut in April.
While Eddy Cue, Apple’s senior vice president for software and services, says that there are limits to Apple's ambitions for original programming, the Times writes that "Apple does intend to use original video to help distinguish Apple Music, which began in June 2015 and has attracted than 20 million subscribers, from competitors like Spotify.
“We’re trying to do things that are unique and cultural,” says Cue.
Jimmy Iovine, who runs Apple Music, says that the company also is working on scripted programming that just takes a little longer than so-called reality shows.
It is all about the differentiated products and services. It doesn't matter what the company is or what it sells - success is attained in the areas where they are different, not similar.