Apple is reportedly seeking exclusive content for the Apple TV

Taking a page from Netflix and Amazon, Apple may be in search of the next House of Cards or Transparent.

Apple TV

Apple TV

Netflix has House of Cards, Amazon has Transparent, and maybe in a year or two we’ll all be talking about Apple’s hot original hit or ingenious reboot of classic '80s sitcom Head of the Class.

According to a report in The Street, Apple’s SVP Eddy Cue is taking meetings in Hollywood looking for exclusive content deals for iTunes. Since the long-rumored streaming bundle of channels has reportedly been put on hold, Apple’s new focus could be working with creators to make new shows you’ll only be able to see on iTunes.

Apple has seen exclusivity work in its favor already: Taylor Swift’s 1989 concert film, for example, launched exclusively on Apple Music; iTunes is the only place to get the live iTunes Festival (now Apple Music Festival) sets; and HBO Now launched exclusively on iOS and Apple TV before rolling out to other platforms.

To binge or not to binge

But would exclusive shows make a big difference if customers have to purchase them a la carte? Netflix and Amazon Prime are subscription services, so if an exclusive show lures you in to subscribe, you might keep paying months after you finished streaming its season, because of all the other content that you get along with it. Or maybe subscribers who were thinking of cancelling Netflix will stick around for a few more months because they want to catch the upcoming season of Orange is the New Black. Amazon Prime is another beast altogether since it bundles the streaming video with extra benefits like no-charge two-day shipping and Kindle e-book lending privileges. But in both cases, customers are paying a subscription fee, and the original content is a reason to keep it up.

Apple has a monthly streaming service with Apple Music, complete with an app on the Apple TV, so it could branch out and add these new exclusive shows to that. (Spotify, for example, is adding short-form videos to its music-streaming service.) That would boost Apple Music subscriber numbers as well giving those subscribers an extra reason to buy an Apple TV.

Simply having exclusive shows for purchase in the iTunes Store—where TV shows and seasons are currently only offered for sale, not for rent—might not be as compelling. The iTunes Store has hundreds of shows all competing directly with each other (even House of Cards, if you don’t mind waiting), so any new exclusive content would have to be pretty amazing—and brilliantly marketed—if Apple ever hopes to change the culture’s catchphrase to “iTunes and chill.”

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags Apple TV

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Susie Ochs

Macworld.com
Show Comments

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?