The Morning Show curse? Apple TV+ show’s second season gets a rewrite.

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The Morning Show
Season one also had to be rewritten at the last moment.
Photo: Apple

For the second time, a season of The Morning Show is having to be completely rewritten to reflect sweeping global changes.

The Apple TV+ show had to be virtually rebooted prior to the filming of Season 1 due to the #MeToo movement and the firing of TV host Matt Lauer as the result of sexual impropriety accusations. Now Deadline reveals that Season 2 is also being rewritten — this time to reflect the COVID-19 pandemic.

The Morning Show leads Apple TV+ to 19 Emmy nominations

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New video take viewers behind-the-scenes of The Morning Show
Both Jennifer Aniston and Steve Carell received Emmy nominations for their work on Apple TV+’s The Morning Show.
Photo: Apple

Apple TV+ earned 19 Emmy Awards nominations, including several for The Morning Show, a star-studded drama that was a highlight of the streaming service’s launch last autumn.

That’s not bad for the first year of eligibility for Apple TV+. However, Netflix totally dominated the 72nd annual Emmy Awards nominations, which were revealed Tuesday by the Academy of Television Arts & Sciences. The world’s biggest streamer took home an astonishing 160 Emmy noms. HBO limited series Watchmen scored the most nominations of any single series with 26.

From Apple TV+ to Apple Arcade, Cupertino’s new services fail to bring in big money

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Apple services may not be bringing in the cash, Bloomberg says.
Photo: Charlie Sorrel/Cult of Mac

As Apple’s services division grows in importance, the company’s newest services — Apple TV+, Apple Arcade, Apple News+ and Apple Card — are failing to bring in significant revenue, according to a new report.

Bloomberg‘s Mark Gurman writes that, while services likely will increase yet again when Apple announces its Q3 earnings this week, most of these gains will come from older services like the App Store.

New series The Oprah Conversation brings big thinkers to Apple TV+

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Oprah Winfrey interviews thought leaders in an Apple TV+ series debuting Thursday, July 30. ‘The Oprah Conversation’ hits Apple TV+ this week.
Oprah Winfrey interviews thought leaders in an Apple TV+ series debuting Thursday, July 30.
Photo: Apple

Apple TV+ and Oprah Winfrey on Monday announced a new series to explore racism and other relevant topics. The goal of the The Oprah Conversation is to offer perspective on a range of topics shaping our world, and reveal gripping stories of human connection.

The topical show is coming in hot, too. The first episode, titled “How to Be an Antiracist,” airs Thursday, July 30.

Apple TV+ wins pair of Emmys for Ghostwriter and Peanuts in Space

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Apple TV+ has scored a couple of big Emmy wins.
Photo: Apple

Apple TV+ picked up two Daytime Emmy awards over the weekend, including “Outstanding Children’s or Family Viewing Program” for Ghostwriter and “Outstanding Single Camera Editing” for Peanuts in Space: Secrets of Apollo 10.

While two wins is only a fraction of the 17 nominations Apple received, it’s still an impressive achievement. Apple TV+ only launched in November last year. Apple has reportedly made winning awards a big part of its Apple TV+ strategy.

Werner Herzog’s astronomical documentary Fireball shoots toward Apple TV+

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Werner Herzog is one of the greatest living filmmakers, and he’s co-directing Fireball for Apple TV+.
Acclaimed filmmaker Werner Herzog is co-directing Fireball for Apple TV+.
Photo: Apple

Apple bought the rights to Fireball, a documentary about meteorites co-directed by Werner Herzog and professor Clive Oppenheimer.

The two filmmakers have worked before. Very successfully. They scored an Oscar nomination for Encounters at the End of the World and an Emmy nomination for Into the Inferno.

Apple TV+ could pivot to place the focus on movies

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“Greyhound” is a hit, which may inspire many more Apple TV+ movies.
“Set course for more movies!” Greyhound may have inspired a new strategy for Apple TV+.
Photo: Apple

Tom Hanks’ WWII flick Greyhound is the biggest hit Apple has enjoyed so far. And it’s reportedly made the company serious about blockbuster Apple TV+ movies for the first time.

The iPhone maker is supposedly considering debuting a movie each month on its streaming service. And several of those are expected to be blockbusters.

PSA: New episode of Little Voice arrives on Apple TV+

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Sean Teale and Brittany O'Grady star in the contrived musical romance Little Voice.
Sean Teale and Brittany O'Grady star in musical romance Little Voice.
Photo: Apple TV+

After an unexplained absence last Friday, Apple today released the latest episode of its series Little Voice.

The series, from producer J.J. Abrams, songwriter Sara Bareilles and writer Jessie Nelson, follows the journey of aspiring singer Bess King as she strives to live out her dreams.

Survey: Apple TV+ has lowest overall experience score of major streaming services

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Apple TV+ isn't blowing away viewers right now.
Photo: Apple

Apple TV+ has the lowest overall experience score of major streaming platforms and customers are least likely to want to return, suggests a new report from UserTesting, a platform that connects organizations to their customers.

While the numbers aren’t appalling (Apple TV+ had a satisfaction score of 83% versus Netflix, Disney+ and Hulu’s 90% and HBO Now and Amazon Prime’s 87%), it’s still another indicator that Apple TV+ is not overwhelming customers the way it perhaps should.