Apple’s original content is further along than you think


Gene Munster, Loup Ventures:

At the helm of the company’s content efforts are Jamie Erlicht and Zack Van Amburg, who Apple hired away from Sony in 2017. Erlicht and Van Amburg ran Sony’s primetime series division since 2005. They will report directly to Eddie Cue, who runs Apple’s Services business. Apple has also hired an array of industry veterans from a range of backgrounds including streaming platforms like Hulu and Amazon Studios, and mainstay media companies like WGN America and Legendary Entertainment.

Nice rollup of Apple’s content efforts to date. Amazing to see it all together like this.

And this comparison with Netflix:

At first glance, it appears Netflix’s lead in original content is insurmountable. Netflix will end 2018 with close to 1,000 original titles and spend an estimated $3.5 billion on new titles this year. Keep in mind that almost half of that content is outside of the U.S. That compares to Apple, which has 2 titles out today and another 16 in the works (to be released in 2019 at the earliest), expecting to spend about $900 million this year.


However, history is on Apple’s side, given that just five years ago Netflix had 13 original titles including the debut season of House of Cards. In other words, with the right resources, which Apple has, Apple’s original content titles can ramp from just under two dozen to potentially over one hundred. We note that Apple has stated they are focused on quality vs. quantity.

To me, that last is the key. Can Apple figure out how to deliver the quality? If I was looking at a model for how to do this, I would start with Netflix, but then move on to HBO. Netflix has plenty of swings and misses, HBO less so. If I was on the Apple team, I’d be asking the question, “What is HBO’s secret sauce?”

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