Before Apple officially announced its new streaming service, Apple TV+, there were reports that some in the executive staff were sending notes to production crews for shows, demanding certain changes.
However, in a new interview, Apple’s Senior Vice President Eddy Cue has weighed in with GQ on the topic, saying that those early reports are not true. The initial report suggested that Tim Cook had been reviewing scripts (which doesn’t seem all that shocking, all things considered) and sending along script notes, suggesting things like “don’t be so mean” (which could be pretty laughable).
First, let’s get this out of the way: Sending script notes to in-production shows and films is not unheard of. In fact, it’s pretty common practice depending on the production companies involved. Apple sending these types of notes, even if they might be as ridiculous as “don’t be so mean” isn’t treacherous by default.
Now, it all depends on just how heavy-handed those notes are. Do they change the entire tone of a movie or show? Are the writers, directors, and other producers forced to make sweeping changes that completely alter the course of the story, or, perhaps even worse, force major reshoots.
Even with the initial report, it never sounded like Apple’s executives were doing any of the heavy-handed work, but it never felt impossible, either.
I saw the comments that myself and Tim were writing notes on the scripts and whatever,” says Cue. “There’s never been one note passed from us on scripts, that I can assure you. We leave the folks [alone] who know they’re doing.”
So Cook didn’t give that particular note?
“I can assure you that was 100 per cent false. He didn’t say, ‘Don’t be so mean.’ He didn’t say anything about a script.
There were also early reports that Apple’s goal for its original content, whether it be documentaries, television shows, or films, was to create family-friendly content. Basically, shows the company could present without concern in its retail stores across the globe. But that didn’t turn out to be true, either, even if Cue does admit that the company is “ultimately trying to create shows for everyone. So we have shows that are dedicated to small kids. And we have shows that are dedicated to mature adults. So we’re going to do a lot of different shows and what we’re going to do is hopefully create the best shows on TV”.
When asked which content might not be suitable for children, Cue name drops The Morning Show, which will star Reese Witherspoon and Jennifer Aniston, which Cue says is not a show families will want to sit down together and watch with an 8-year-old.
The full interview is definitely worth a read, especially if you’re looking forward to the impending launch of Apple TV+ — which will go live later this year.