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
Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

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

Essentials

James Cook University - Master of Data Science Online Course

Learn more >

Mobile

Sansai 6-Outlet Power Board + 4-Port USB Charging Station

Learn more >

Exec

Budget

Back To Business Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?