The tech giant isnt just making TV shows.
It wants to be your streaming home page.
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The company is clearly serious about competing for shows and talent.
(That many of its new shows are drawing mixed reviews this week is certainly not optimal.)
It doesntjustwant to make enough good programming to get people to pay a$4.99 monthly subscription fee.
But Apple saw an opening to do video in a different way than others, as Erlicht explains it.
There was also an opportunity in the user experience and user interface to fill a gap that was missing.
Were looking to simplify the viewing experience, he says.
Thats a big game-changer, in our opinion, Van Amburg says.
Now we have the footprint that covers all the screens.
Even modest share growth can produce enormous value, he says.
(Even NBCs short-lived Seeso had old episodes ofSaturday Night Liveand Monty Python.)
The reality is, its quality original programming that drives viewing patterns and drives these services.
Theres another way Apple may use its TV service to drive revenues at the company.
Thats ultimately where the value is going to come from.
My mother and father run out of space on their iPhoto all the time, he says.
iCloud would be great for them, but they just cant imagine paying for cloud storage.
Its all a virtuous circle for Apple.
Weve not been immune to that, Van Amburg admits.
Everyone talks about some of these shows as clusterfucks, the agent says.
Have they had their bumps and bruises onThe Morning Show?
No executive is perfect.
Would I rather be at Apple than ABC?
One-hundred times out of 100.
That rankles rivals who either cant keep up or have to scramble to compete.
Making shows is hard, the veteran suit told Vulture.
Just because you hire someone who has a great track record doesnt mean theyre going to produce something great.
What Apple is doing is logical, important, and likely to be a success, he says.
And even if reviews have been mixed so far, Apples originals are still likely to attract sizable sampling.
And nowlook at the numbers.
When Apple turns it on, they have an ecosystem that is so large and so powerful.
Its very, very foolish to bet against them.
