It’s currently unclear how large Apple’s ambitions and commitment to producing original video content are, as sources have told Variety contradictory things about the Cupertino company’s plans. One source says Apple wants to create development and production departments that could create long-term content like Netflix does with original TV shows and movies. Another source says Apple is “flirting” with the idea, and launched an “unprecedented bid” to sign Top Gear stars Jeremy Clarkson, James May and Richard Hammond when they left the BBC. However, Amazon ended up winning that bidding war.
In recent years, Apple has hired independent film content experts to shore up iTunes Movies’ independent offerings with exclusive windows on films and a broader selection of content, including offering movies available for rent on its VOD service before or during their theatrical runs.
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