Published on March 4th, 2019 | by Brad Gibson


Hollywood producers complain Apple execs interfering in their streaming projects

Apple CEO Tim Cook and other company executives are reportedly involving themselves in the direction of shows commissioned by the tech giant for their future streaming service, according to sources who spoke to The New York Post.

Cook and other executives have been described as “intrusive,” with the biggest complaint involving numerous notes that Apple has been sending streaming partners as they watch each show and contribute their opinion. Other sources stated there has been a “lack of transparency” and “lack of clarity” on what Apple wants throughout the process.

One agent noted that Apple has been “very involved,” explaining that writers and directors typically prefer to work without heavy oversight from higher-ups in corporate.  One of the CEO’s most repeated notes is “don’t be so mean!,” the source said.

Cook has reportedly visited the sets of multiple shows, including the Vancouver site of the futuristic science fiction show See, and the Los Angeles set of the morning show drama starring Reese Witherspoon and Jennifer Aniston.

According to multiple sources, Apple’s “nitpicking” over content and technology has caused numerous delays, with content partners said to be slightly irritated.

“I think people are a little bit irritated because they keep moving the service launch,” one source said, adding that Apple has also vexed its video executives by requiring them to make frequent trips to the company’s Cupertino, Calif., headquarters to approve tech changes, taking them away from their work in Los Angeles.

The report coincides with others over the months that Apple has wanted to avoid mature storylines that focus on strong violence and language, instead sticking to content suitable for families. It remains to be seen if Apple’s content strategy will pay off with the most important reviewers…the public.

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About the Author

Brad is co-founder and editor-in-chief of He has been a technology reporter since the late 1980s having previously worked for MacUser, MacFormat, and iCreate magazines, as well as,,,, and He hosted and produced the MacFormat This Week podcast for three years. He was also a reporter, editor, and producer for the AOL, the BBC, Associated Press, and United Press International.

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