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Apple says it doesn’t want to compete with Netflix

by Brandon Russell | July 15, 2016July 15, 2016 6:00 am PDT

With Planet of the Apps and rumors of a show about Dr. Dre’s life, it sure seems like Apple is getting serious about original programming. But according to Apple’s senior VP Eddy Cue, that’s not the case at all.

In an interview with Hollywood Reporter, Cue covers a number of topics relating to media, particularly TV and how Apple sees its set-top box fitting into the landscape. But it’s his comments about Apple’s original programming aspirations that have us confused. When asked about whether or not Apple has plans to compete with services like Netflix, Cue was pretty blunt.

“We are only going into the content business that we think are really tied to our products,” Cue said. “Right now, that’s Apple Music. The rest of it is about giving a platform that allows [content creators] to be creative in new ways.”

Even if Hollywood came to Apple’s door with a pre-packaged show, the Cupertino company would turn it away—at least right now.

“We’re not in the business of trying to create TV shows,” Cue revealed. “If we see it being complementary to the things we’re doing at Apple Music or if we see it being something that’s innovative on our platform, we may help them and guide them and make suggestions. But we’re not trying to compete with Netflix or compete with Comcast.”

As for that rumored Dr. Dre show, Cue said Apple has nothing to announce; that’s not necessarily a denial, so we could see something in the future. That show, of course, could tie directly with Apple Music, which is why Apple might be moving forward with it over, say, a normal comedy/drama you might find on Netflix.

Cue’s overall message in the interview seems to be that Apple wants to focus on the things it does well and allow Hollywood and other services do their own thing. That’s the “great thing about Apple,” according to Cue, adding the company doesn’t try to extend itself to areas it knows very little about.

You can read the full interview at the source link below.

Brandon Russell

Brandon Russell enjoys writing about technology and entertainment. When he's not watching Back to the Future, you can find him on a hike or watching...