The Information has a new report that outlines details concerning Apple’s efforts in the original content realm. The report mainly focuses on the company’s “quixotic” attitudes in its deals.
The report explains that Apple isn’t looking to completely commit to original video. Apple has reportedly told entertainment industry execs that it’s not looking to have a huge portfolio of original content like Netflix and Amazon have.
In regards to Hollywood, Apple is working hard to get exclusive rights for movies on iTunes. Often getting the movie before it even gets a green light from the studio. In most cases, Apple trades exclusive rights for top-tier promotions on the iTunes Store. Their end goal is to get movies on iTunes at a faster pace.
Apple has been getting more aggressive at landing movies for iTunes. In some cases, it is securing rights even before a project has been greenlighted by the studio making it.