Apple’s ‘intrusive’ execs criticized by Hollywood


Tim Cook and Co. bring the hardware heat at The Brooklyn Academy of Music during the
Tim Cook wants TV shows to be family-friendly.
Photo: Apple

Apple’s “intrusive” executives, including CEO Tim Cook, have been criticized by Hollywood for becoming too involved in ongoing TV projects.

Agents and producers have complained about how “difficult” Apple is to work with, according to a new report. The company’s “nitpicking” has led to delays that mean only a handful of shows will be available when its new streaming service launches.

Apple has been hard at work on a streaming service for a couple of years now. Company executives first started chasing original movie and TV show deals in March 2017, and it is believed the service will finally launch this spring.

When it does, however, it may only offer a handful of the many shows Apple has lined up. The company’s unwanted involvement in production has led to a “rough start” for the service, the New York Post reports.

Apple gives Hollywood a headache

“One of the biggest complaints involves the many ‘notes’ from Apple executives seeking family-friendly shows,” reads the report, citing Hollywood sources.

Cook is “giving notes and getting involved,” one producer said. One of his most-repeated messages is “don’t be so mean!” Cook has also been seen on set for See, a futuristic drama, and for another show starring Reese Witherspoon and Jennifer Aniston.

Cook and other Apple executives have been “very involved,” another source said — despite the fact that writers and producers prefer to work without “corporate intrustions.” Apple also forces video executives to make frequent trips to its headquarters in Cupertino to approve changes.

A lack of clarity

Apple has also been criticized for moving launch dates for the new streaming service, and for being unclear about what it wants. One source claims the company keeps making big changes, and firing and hiring new writers.

Apple’s vision for family-friendly content means it has declined storylines about potentially controversial topics, such as religion. It has also turned down ideas that don’t paint a positive view of technology, the report adds.

The claims will worry analysts and investors, many of whom were already concerned that Apple would struggle to compete with the likes of Netflix and Amazon. Some say Apple is just too late to the streaming race to make a meaningful impact.


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