Apple’s streaming service, Apple TV+, continues to fulfill its vision of quality content, causing a … [+]
After Steve Jobs left Apple in 1985, he started NeXT Computer, which focused on creating the next big thing in computers. He was ousted from Apple, extracted from his beloved Mac product, and was determined to show Apple and the world that he could continue to innovate and lead a company.
Although NeXT had a rocky start, Jobs and his new company did create a powerful workstation-class computer and a new robust operating system to support it. Still, it was not a commercially successful product.
During his time at NeXT, he also made a critical and historic decision to buy Pixar, a powerful animation studio in L.A., and became its CEO and chief promotor.
When Jobs purchased Pixar, many of us questioned this move as Jobs had no experience with Hollywood projects. We were not sure what his real goal was in buying Pixar. However, it turned out to be another spot-on investment as he helped Pixar become a premier animation studio that, over the years, has won Oscars and major accolades for advancing the role of animation in movies and TV.
During Job’s NeXT years, he banned me from covering NeXT, and to this day, I don’t know exactly why. However, once he began his Pixar journey, I seemed to be back in his graces, and he invited me to the black-tie San Francisco premier of Pixar’s Toy Story in November of 1995. During this movie premier, I saw Steve Jobs’s actual vision on display. It soon became apparent that at the root of Toy Story was digital technology that is at the center of all creative content being created today.
Over the years, Jobs advanced the role of digital content, tied to Apple products like the iPod, iPhone, iPad, and Apple Watch, that has helped Apple become a multi-trillion dollar company. And Apple’s recent entry into Apple TV, Apple TV+, and streaming services are starting to pay off. For example, at this year’s Oscars, Apple became the first streaming service to win an Oscar for the movie, Coda.
According to Variety, the Coda Oscar win boosted Apple TV+ viewers by 25%.
On Sunday, August 4, 2022, Apple was recognized by the Hollywood Critics Association as the most winning streaming service scoring seven wins, including best drama, “Severance” and Best Comedy, “Ted Lasso.”
Here are the wins from this awards show-
- Best Streaming Series, Drama: Severance
- Best Actress in a Streaming Series, Drama: Britt Lower for Severance
- Best Supporting Actor in a Streaming Series, Drama: John Turturro for Severance
- Best Writing in a Streaming Series, Drama: Dan Erikson for Severance: The Way We Are
- Best Directing in a Streaming Series, Drama: Ben Stiller for Severance: The Way We Are
- Best Streaming Series, Comedy: Ted Lasso
- Best Supporting Actor in a Streaming Series, Comedy: Brett Goldstein for Ted Lasso
Apple’s subscriber base is still small compared to its competitors:
- Netflix: 21%
- Amazon Prime Video: 20%
- HBO Max: 15%
- Disney+: 14%
- Hulu: 10%
- Apple TV+: 6%
- Paramount +: 4%
- Others: 10%
It is becoming more apparent now that while Apple’s plan is to grow its market for Apple TV+, they are much more focused on quality of content vs. quantity.
Although Apple TV+ was developed after Steve Jobs’s death, if he were alive today, I believe he would wholeheartedly be behind this strategy. Jobs always strived to create the best possible hardware, software, and services with no compromises.
It is clear that Tim Cook is following Jobs’ marching orders across all products and services, and Apple TV+ is on this same track of thinking.
A recent development has bolstered Apple’s commitment to creating quality thanks to bringing a former Pixar executive into the Apple TV+ creative fold. This month Apple released an animated movie called LUCK, created by John Lasseter. Lasseter was one of the principals behind Pixar and the creative genius behind Toy Story, Cars, The Incredibles, and many more.
At the Toy Story premiere in San Francisco, I was introduced to Mr. Lasseter, and he was described to me as the creative force behind Pixar. Clearly, that was not only true but perhaps an understatement. So much of Pixar’s success can be attributed to Mr. Lasseter.
The New York Times recently updated this perspective on Mr. Lasseter, his reason for leaving Pixar, his new relationship with Apple, and the new movie “Luck.” They suggest he is back with this animated film and a studio that could be Pixar 2.0
Mr. Lasseter said in this NYT article that, “It feels like part of me has come home,” Mr. Lasseter said in a phone interview, noting that Steve Jobs, Apple’s co-founder, helped build Pixar before selling it to Disney in 2006. “I really like what Apple TV+ is doing. It’s about quality, not quantity. And their marketing is just spectacular. It’s the best I’ve ever seen in all the movies I’ve made.”
Apple linking up with Mr. Lasseter and his new studio, with his track record of dozens of awards could be one of Apple’s secret weapons for growing Apple TV+. Although Mr. Lasseter’s new studio could make movies for others, Apple guarantees him a new creative outlet with exceptional marketing and gives him a new life that takes his creative genius to new levels.
Apple TV+ is still young and may never become the top streaming service. But, on the other hand, their focus on quality vs. quantity is paying off, and with the help of people like Mr. Lasseter, it is bound to grow and gain more subscribers over time.
