Apple working on unscripted original show about apps


Apple has confirmed in a New York Times story that it's producing an original series about the app business. Apple is reportedly working with Will.i.am and a couple of TV execs to produce the original series.

While Apple has produced some recent original content for Apple Music, this show will extend beyond Apple Music and also be a series. Still, Apple says they're not jumping into TV business like Netflix, Amazon, and Hulu.

Mr. Cue said that the new series did not signal a broader ambition by the company to greatly bolster its presence in original productions and streaming video. Last year, Apple was rumored to be exploring options for original programing and held talks with a number of big TV companies about offering a streaming television service.

"This doesn't mean that we are going into a huge amount of movie production or TV production or anything like that," Mr. Cue said. He added that the company would continue to explore exclusive projects similar to the series about apps or its push into music programming.

This could just be a one-off thing thing or perhaps a trail balloon.