COMING SOON: Apple TV+
Designed by Apple. Assembled in Hollywood. @Lucas_Shaw @markgurman & @anoushasakoui https://t.co/pC9ZoSfkP4 pic.twitter.com/7vCXJ2grNN

— Joel Weber (@joelwebershow) October 23, 2019

Almost everyone struggles to explain why Apple needs to make its own shows instead of just distributing other studios. The most common answer was “why not?” That is not encouraging. But it’s also a totally acceptable risk for a $1 trillion company. https://t.co/nvG50CqktE

— Lucas Shaw (@Lucas_Shaw) October 23, 2019

Apple is trying to buy its way into Hollywood. Really, it should just buy Netflix! They can have my $NFLX shares for $1,000 each. https://t.co/ze6vDPJWgp

— Paul Theron (@paul_vestact) October 23, 2019

Apple entered Hollywood offering no clear plan, and little interest in transparency. Most of its partners still don’t get the plan, but they do see a brand they love and a very large bank account. My story w/@markgurman https://t.co/nvG50CqktE

— Lucas Shaw (@Lucas_Shaw) October 23, 2019

"Apple has “a massive install base and an incredible marketing machine," says @RichLightShed "How well they execute … who knows?” https://t.co/nvG50CHVSe

— Lucas Shaw (@Lucas_Shaw) October 23, 2019

The March keynote was an unmitigated disaster in Hollywood. Stars complained about lack of communication, lack of stage time and lack of footage. Apple executives were miffed anyone would ruin their big day. https://t.co/nvG50CqktE

— Lucas Shaw (@Lucas_Shaw) October 23, 2019

The One Where Apple Tried to Buy Its Way Into Hollywood — Inside Apple TV+ ⁦@Lucas_Shaw⁩ https://t.co/wrzQceX1n7

— Mark Gurman (@markgurman) October 23, 2019

And the chances of success are pretty good. 200M people buy an Apple device every year. They will get TV+ for free for a year. If 1/4 of those people keep the service after one year, that’s 50M customers (and $3B in sales). https://t.co/nvG50CqktE

— Lucas Shaw (@Lucas_Shaw) October 23, 2019

Apple almost commissioned a show with Keanu Reeves a few years ago. Would have been part of a slate of scripted series. But the company wasn’t ready to commit to funding TV. https://t.co/nvG50CqktE

— Lucas Shaw (@Lucas_Shaw) October 23, 2019

Hollywood is fascinated by Apple. Almost every major executive and producer has an iPhone. Most have an Apple TV. A lot idolize Steve Jobs. They expected the company would revolutionize Hollywood. Turns out another company (@netflix) already did that. https://t.co/nvG50CqktE

— Lucas Shaw (@Lucas_Shaw) October 23, 2019

Making the content isn’t easy https://t.co/QhlS0XIKwT pic.twitter.com/0xpjhN6nRf

— Max Chafkin (@chafkin) October 23, 2019

Hollywood resentments over Apple Plus... Confusing presentations, NDAs and Tim Cook playing editor in some cases.

But, a $250mm deal for producers like Jennifer Aniston and Reese Witherspoon ain’t bad. Nice from @Lucas_Shaw https://t.co/4qa6ObmzpG

— Edmund Lee (@edmundlee) October 23, 2019

Apple should have at least 200 million potential subscribers for its streaming service. But will anyone stick around? https://t.co/jjxqLWWAu8 via @BW @Lucas_Shaw @markgurman

— John J. Edwards III (@johnjedwards3) October 23, 2019

Buncha prudes at Apple. https://t.co/3kIAKduX6m pic.twitter.com/wi9v8vDiVO

— Jay Yarow (@jyarow) October 23, 2019