The Apple company has a global video streaming network called iTunes Movie Store, allowing users from many countries around the world to watch a variety of movies on any kind of PC or Apple product, the content being taken from various producers.
Because it needs something much better for Apple TV 4 si iTunes Store, company Apple is in discussions with many talented directors to produce exclusive TV series which will be distributed only through its online stores and only for its users.
Apple organized a small party within the Sundance Film Festival, called iTunes Lounge, and there his managers talked with directors from Los Angeles about top TV series to be produced with Apple's money, its presence in the event being much more discreet than that of Amazon or Netflix.
Following the organization of this small event, Apple managers discussed in Los Angeles with some producers who have projects for top TV series, Apple intending to distribute them through a special application of Apple TV 4, but also through the iTunes Movie Store.
The iTunes Lounge was in fact part of a stealth effort by Apple to establish a new, more active role in delivering entertainment. In the weeks that followed, Apple execs were in Los Angeles hearing pitches for original TV series that it plans to launch on an "exclusive" app on Apple TV and within iTunes. Apple wants to work with "triple A-list" talent, according to a source, and build up a roster of must-see shows available only on its platform. Naturally, the talks have been veiled in the utmost secrecy. Producers who have met with Apple will refer to it only as the United Fruit Company.
Although Apple wants to produce only exclusive series that everyone would like to see, those who talked to its representatives claim that for now the American strategy is disorganized, it being focused on two different plans that should be fulfilled.
Specifically, Apple wants a series of short films, videos and documentaries created around the musician friends of Dr. Dre or Jimmy Iovine, both Apple managers, with the role of potentiating the effect that the Vital Signs series Apple will have it after the launch in Apple Music and iTunes.
Separately, Apple wants original series like those of Netflix or Amazon, the intention of those from Cupertino being to launch multiple TV series simultaneously for users, but for now its efforts are not quite as serious as those of Amazon or Netflix.
Finally, Apple has very serious plans regarding the sponsorship of original content creation for iTunes, but it remains to be seen how much it will invest, who it will work with and when the TV series will be launched.
