Tim Cook reins in Apple’s risqué programming

Tim Cook has reportedly had to intervene in Apple’s burgeoning offering of original programming, after concerns over the mature content in a commissioned biopic of rapper and producer Dr Dre.

The facets taken issue with – depictions of sex, violence, and narcotics – are pretty common fare in today’s television landscape, especially for a music industry biopic, so we’re not sure what Cook expected. But Apple seems to be aiming for clean, family fare and is still figuring out what exactly their own programming is going to look like going forward.

New Apple TV 2018: what we want to see

The technology giant began shipping Apple TVs under Steve Jobs back in 2006, and has been looking to expand into its own original television programming in the vein of Netflix, Amazon Prime Video, and HBO.

That’s a difficult task from the get-go, given the glut of streaming services competing for viewers’ attention. Apple will also face particular competition from Disney, who are set to launch their own family-friendly streaming service – Disney Play – some time in 2019.

Apple has already released its first original reality show, Planet of the Apps, which sees app developers compete for funding from a Dragons' Den style panel, and the James Corden-hosted Carpool Karaoke.

Something old, something new

Apple’s great strength is in its brand image, which keeps consumers coming back to it year after year for each new generation of iPhones, Macbooks, and Apple Watches that promises trend-setting technological innovation.

Apple-made programming that plays it too safe might not capture its fans’ imaginations in the same way, while sending the message that the once-visionary brand isn’t as forward-thinking as it seems.