Jimmy Iovine Confirms Apple Music’s Plans To Offer Original Video Content
Earlier this month, The Wall St. Journal reported how Apple is working to bring in veteran producers to help create original content, including TV series and movies for an expanded Apple Music service. Now, Apple Music head Jimmy Iovine has offered additional insight about Apple’s plans in this space, as well as how it hopes to differentiate itself from existing streaming competitors, like Pandora and Spotify.
“At Apple Music, what we’re trying to create is an entire cultural, pop cultural experience, and that happens to include audio and video,” he said. “If South Park walks into my office, I am not going to say you’re not musicians, you know? We’re going to do whatever hits popular culture smack on the nose. We’re going to try."
In short, Apple Music will go after Netflix, HBO, Hulu, and Amazon, all of whom have ratcheted up their original video content significantly in the past three years. Iovine emphasised that any sort of video content Apple Music produces will not necessarily be shoehorned into the current $10/month pay model.
“We’re fighting ‘free,'" he said. "So a simple utility where, ‘here’s all the songs, here’s all the music, give me $10 and we’re cool,’ is not going to scale."
