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Dr Dre Apple

Apple’s long-awaited foray into original content mired in disarray

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By John Glenday, Reporter

April 20, 2016 | 1 min read

Apple’s much vaunted foray into original video content has got off to a shaky start amidst reports that its work thus far has been ‘disorganised’.

Citing industry sources Fast Company states that for all its financial clout Apple has yet to get to grips on strategy with content partners leaving it playing catch-up with the likes of Amazon and Netflix which have built strong reputations in the field.

Seeking to differentiate itself Apple is said to be investigating the use of shorter series created specifically for Apple Music in an effort to entice subscribers whilst simultaneously developing full length TV shows à la Netflix.

Apple is not short of ambition in the sector despite a slow start however with executives reportedly demanding ‘several massive hits’ to announce its arrival and talent scouts seeking ‘triple A-list’ talent to star in the putative productions.

This celebrity focus is apparent Apple’s work to date which includes a short series about Dr Dre starring the man himself and a reality show about app developers in which musician Will.i.am stars.

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