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GABRIELLE LURIE / AFP / Getty Images
The way you watch TV is about to change again. Or at least that's what Apple hopes. As usual, the iPhone maker is shy about details but with a tweet teaser displaying a clbadic movie countdown and the slogan "it's the show", the company is expected to finally announce its streaming television service that has been the subject of long rumors.
Apple has a track record of launching video services, introducing video content to iTunes, and launching the first Apple TV devices in 2006, to rumors that a subscription product has been competing for years with Netflix.
If Apple announces a streaming service, it will enter an arena already very busy and incredibly competitive. The broadcast of the original television is a matter more and more fierce and Apple will need major exclusivities to seduce its subscribers of large networks Netflix and Amazon Video, established and international services, which offer mega-successes such as Strange things and The man at the castle high, respectively. This would also be the case for Hulu, which is yet to expand globally but which is an important service in the United States, as well as Disney's upcoming platform.
However, Apple seems to play the game long. By 2017, the Cupertino-based technology giant had prepared a $ 1 billion fund for the original content of its upcoming platform. But what will this content look like?
Although Apple may surprise viewers on Monday, do not expect its programming to push the envelope. Conservative Apple already mitigated its exclusivity Karaoke ridesharing episodes, launched last year on Apple Music with a reduced language and vulgarity, and scripted drama Vital signs – developed with Dr. Dre – was entirely put aside because Apple's director, Tim Cook, was "troubled" by images of cocaine use, gun violence and an explicit orgy.
Instead, all indications are that the service is heavily geared to the family-friendly entertainment segment. A recently announced series is The morning show, directed by Reese Witherspoon and Jennifer Aniston. Focusing on what's happening in an American entertainment show every day, he certainly has star power – he also includes Gugu Mbatha-Raw, Steve Carell and Billy Crudup in his cast – but it sounds like an approach more serious 30 rocks.
This "backstage" atmosphere should be part of a humorous series taking place in a video game development company. Although still untitled, the show is developed by It's always sunny in Philadelphia Charlie Day and Rob McElhenney, the last of whom will also star. Apple commissioned the project directly in series, for an unknown number of episodes.
Other distinguished projects include: Dickinson, a biopic based on the poet Emily Dickinson, directed by Hailee Steinfeld; The anthology of immigrant stories of Kumail Nanjiani and Emily V. Gordon Little America; Small voicesJ. J. The comedy drama Abrams and Sara Bareilles; and Central Park, an animated musical by Loren Bouchard, creator of Bob's Burgers.
Apple has also signed a multi-year contract with Oprah Winfrey. The queen of daytime television "will create original programs that embrace her unparalleled ability to connect with audiences around the world".
Slightly more incisive content may however be proposed. Apple also got the drama Swagger, based on the life of basketball player Kevin Durant, to be written and directed by PopularReggie Rock Bythewood and Police Series Are you sleeping, adapting Kathleen Barber's novel. Somewhere else Shantaram, based on the autobiographical novel by Gregory David Roberts, will follow an escapee from an Australian prison heading to India. Apple will also adapt the French series call for the Western audience.
Apple's projects in cult programming and science fiction however are most likely to attract viewers. One of the leaders here is the restart of Steven Spielberg Amazing stories anthology of science fiction. The original ran for two seasons from 1985, and Apple got ten episodes for the updated version. Spielberg remains involved as an executive producer, but beyond the number of episodes, little is known.
An adaptation of Terry Gilliam Bandits of time is also planned, expanding the 1981 surreal film in series form, while See, from Peaky Blinders creator Steven Knight, and The Hunger Games director Francis Lawrence, Aquaman Jason Momoa in a future where every human being has been blinded, with the exception of a pair of twins. An untitled series of Battlestar Galactica Ron Moore is also under development.
Apple dreams of taking Netflix. So why can not he do good TV?
The biggest gun of Apple could be Foundation, an ambitious project based on the myth of Isaac Asimov. The series is developed by David S. Goyer and Josh Friedman, who boast of having credits for Batman begins, terminator, and Avatar. The universe of Asimov is a jewel of its kind and could rival that of Amazon. Wheel of time or Netflix Sabrina's icy adventures like to see absolutely genre television.
Perhaps the most important question about Apple's streaming projects is pricing. With so much competition – especially in the more fragmented US market – will people want to add another monthly subscription to their expenses? Will Apple even go for the monthly subscription model?
There is also an issue of format exclusivity to consider. Currently, Netflix subscribers can access their accounts on just about any device on the market, from their phones to game consoles or even apps directly to their TVs. If the Apple service is limited to Apple devices or even just iTunes, this is a barrier for people who are not integrated – or do not wish to join – the technology ecosystem of the company.
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