Apple wants to keep sex and violence off its upcoming streaming service

Apple wants to keep sex and violence off its upcoming streaming service

Apple wants to keep sex and violence off its upcoming streaming service

The WSJ writes that when Apple CEO Tim Cook was shown Vital Signs a year ago, a show based on the life of hip-hop star and producer Dr. Dre, he told Apple Music executive Jimmy Iovine that scenes of violence, cocaine use, and an orgy meant the company couldn't show it.

The technology giant began shipping Apple TVs under Steve Jobs back in 2006, and has been looking to expand into its own original television programming in the vein of Netflix, Amazon Prime Video, and HBO. The report suggests staff at Apple have jokingly described their output as "expensive NBC".

Apple is so far a bit player, having purchased about a dozen shows and is developing two dozen more, most of which are family friendly in the style of "Friday Night Lights". In other words, Apple's streaming service is giving itself the same content restrictions as a broadcast network.

For example, the Journal reports that Apple toned down the humor on a show featuring Reese Witherspoon and Jennifer Aniston as morning show hosts; stepped back from a Whitney Cummings show about the #MeToo era; and requested that M. Night Shyamalan remove crucifixes from characters' homes on an upcoming psychological thriller.

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Chief Executive Tim Cook set the tone more than a year ago when he rejected a show based on the life of hip-hop legend Dr. Dre before Apple made him and partner Jimmy Iovine billionaires by buying Beats Electronics for $3 billion in 2014.

Apple is reportedly hoping their service will stand out by being a more family-friendly service than Netflix.

Apple is known for keeping adult content off its app store, and it appears the company is taking the same approach with the streaming service.

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